In June 2024, Google will introduce automatic pausing for low-activity keywords, aiming to enhance campaign performance. As a financial institution, understanding these changes is crucial for effective advertising. 

Upcoming Changes 

  1. Low-Activity Keywords: Google identifies low-activity keywords as those created over 13 months ago with zero impressions during that period. 

  1. Automatic Pausing: Keywords falling into this category will be automatically paused by Google Ads. 

The Rationale Behind Automatic Pausing 

  1. Simplified Account Management: Google seeks to streamline advertisers’ accounts, making campaign oversight more efficient. 

  1. Focused Optimization: The update encourages advertisers to concentrate on effective keywords, improving overall campaign performance. 

  1. Clutter Reduction: By removing underperforming keywords, advertisers can declutter their accounts and allocate resources strategically. 

Adapting to the Changes 

  1. Unpausing Keywords: Advertisers can manually unpause keywords they believe will generate impressions soon. However, exercise caution and focus on potential keywords. 

  1. Automatic Re-Pausing: Unpaused keywords will be automatically paused again if they fail to generate impressions within the next three months. 

Impact on Advertiser Strategies 

  1. Review and Refine: Advertisers must review keyword strategies, revisit campaign goals, and adjust bidding strategies. Ensure keyword lists remain relevant. 

  1. Prioritize High-Performing Keywords: With automatic pausing, prioritize quality over quantity. Focus on keywords that drive results. 

Google Ads’ move toward automatic pausing benefits advertisers. It’s an opportunity to optimize campaigns and achieve better outcomes. Remember, keywords are the foundation of successful advertising. Choose wisely, monitor performance, and adapt as needed. 

At forbinfi, we’re passionate about driving digital success for financial institutions. Our Google Partner status, combined with our expert team, ensures your Google Ads campaigns are in capable hands. Whether you want to boost online presence or increase conversions, we’ve got you covered. Let’s collaborate and create a winning strategy tailored to your unique goals. 

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