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Answered Wasted Spend & Automations

does pausing a keyword actually stop the spend or does it just move

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dave ramos Asked Apr 30, 2024
2 447
paused about 30 keywords last month that had spend and no conversions. total account cost is the same this month. so did i save anything or did the budget just go somewhere else genuinely asking because if its the second one then all this pruning is theatre

Replies (2)

Accepted answer
P Priya Deshmukh · May 01, 2024
Both are true, and which one applies depends on whether the campaign is budget constrained. If it hits its daily budget every day, then removing a keyword frees that money and it goes to whatever else can absorb it. Your total is flat by definition, because the budget was the binding constraint, not the keywords. Whether you gained depends entirely on whether what took the money is better than what you cut - usually it is, but that's worth verifying rather than assuming. If the campaign is not budget constrained, the spend genuinely disappears and the total should fall. That it did not is worth a look on its own. So: not theatre, but on a capped campaign it is reallocation rather than saving. Measure it as conversions per pound, not as pounds spent.
M Marcus Hale · May 01, 2024
This is the bit nobody mentions when they show you a wasted spend figure - on a capped account that money was always going to be spent by someone. The win is what it gets spent on, not that it stops.

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