A recent observation in Google Ads highlights a new behavior related to the “Low activity system bulk changes” tool.
Advertisers are reporting that, unexpectedly, this internal Google tool can not only pause but also enable keywords. This may be the first time some users have seen paused keywords automatically re-enabled as part of bulk system changes.
The change raises questions for account managers as unintended keyword reactivation could impact campaign performance and budgets.
This update was discovered by Francesco Cifardi.