If a keyword recommendation suggests pausing poorly performing keywords, what is the intended outcome?

• A. Improve overall account performance by reallocating budget.
• B. Decrease Quality Score.
• C. Increase spend on non-performers.
• D. Remove all keywords.

Answer: (A)

Pausing poorly performing keywords is a budget optimization move designed to boost overall account performance by reallocating spend to higher-performing keywords. When you pause underperformers, you stop wasting budget on low-return terms, which frees up budget to be invested in keywords that drive more clicks, conversions, or a better return on ad spend. This can raise the account’s average efficiency and effectiveness over time.

Quality Score specifically relates to active keywords and their ad relevance, landing page experience, and expected click-through rate. Pausing a keyword doesn’t aim to lower Quality Score; it simply stops spending on that keyword and allows resources to go to better performers. The other options aren’t the goal: increasing spend on non-performers wastes budget; removing all keywords is excessive and unnecessary; and decreasing Quality Score isn’t the objective.