Erin Ruta • April 30, 2024
Are you ready for the upcoming changes to Google Ads' keyword management? Brace yourself because this could impact your ad spend, lead generation, and bottom line. Here's the 411 on what's coming and how you can prepare.
Google Ads is Changing the Way They Support Low-Activity Keywords!
If you're a small business owner relying on Google Ads to drive traffic and leads, pay close attention.... I'm not kidding!
Google has announced a significant change to how they handle low-activity keywords in Google Ads, and it could have a notable impact on your advertising efforts and keyword optimization strategy.
Starting in June 2024,
Google Ads will automatically pause low-activity keywords across all accounts. But what exactly does "low-activity" mean for your Google Ads keywords? According to Google, a positive keyword in a search ads campaign will be considered low-activity if it meets two criteria:
- The keyword was created over 13 months ago.
- The keyword has received zero impressions over the past 13 months.
The rationale behind this Google Ads keyword management change is simple: Google wants advertisers to streamline their accounts and focus on keywords that drive actual results.
How the Google Ads Keyword Update Impacts Small Businesses??
At first glance, this update to Google's keyword support might sound like a dream come true for small businesses looking to cut costs and optimize their ad spend. After all, if Google is automatically pausing low-activity keywords that aren't generating any impressions, you'll be saving money by not wasting budget on underperforming keywords, right?
Well, not necessarily. While the change may indeed help you avoid spending money on keywords that aren't delivering results, it could also inadvertently pause keywords that are still relevant and valuable to your business.
The key here is to stay vigilant and closely monitor your Keywords in Google Keyword Planner, in Google Ads. If you notice that a paused keyword is still necessary for your campaign, you can always unpause it. However, Google has warned that unpaused keywords will be automatically paused again if they don't receive any impressions over the next three months.
Generating New Leads: A Double-Edged Sword for Google Ads Keyword Optimization
For small businesses relying on Google Ads to generate leads, this Google Ads keyword update could be a double-edged sword. On one hand, it may help you streamline your campaigns and focus on the keywords that are truly driving traffic and conversions. On the other hand, if you're not careful, you could inadvertently lose valuable keywords that could be contributing to your lead generation efforts.
The solution?
Regularly review your keyword performance and make data-driven decisions. If a keyword is consistently generating leads or driving valuable traffic, consider keeping it active, even if it doesn't meet Google's criteria for activity.
Optimize Your Google Ads Campaigns for the Keyword Update
While the upcoming changes to Google Ads keyword management may seem daunting, they don't have to be a cause for panic. By staying informed, monitoring your performance, and making strategic decisions, you can navigate these changes and ensure that your advertising efforts continue to drive results. And you can always call on us to help you navigate the murky Google waterways, we have a team of Google experts ready to assist!
Remember, the goal of this update is to help you streamline your campaigns and focus on the keywords that truly matter. Embrace the change, but stay vigilant and proactive in monitoring your keywords, location activity and your conversion data - an informed small business is a powerful one!
With the right approach, you can turn this update into an opportunity to optimize your ad spend, generate more qualified leads, and ultimately, grow your small business.
Stay Sociable my Friends! And hey if you want to learn more about GOOGLE KEYWORDS - check out my last blog post about keywords and how Small Business can utilize them for growth! Check in out HERE!!
Erin
www.besociablebrand.com
Insta: @besociablebrand
P: 470-753-3085
E: hello@besociablebrand.com
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Erin Ruta is the owner of BeSociableBrand who helps women entrepreneurs & small businesses that struggle to wear all the hats - boss, IT, social media manager, product boss, advertising, customer service with their Social Media and never-ending to do list!
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