How to interpret keyword statuses

In Keyword Lab, each keyword has a status that indicates its level of activation or inactivity on manual search ads.

There are three possible keyword activation statuses in Keyword Lab: Activated, Paused, and Untouched. These statuses are refreshed daily and reflect the keyword’s most current state.

Activated

• Meaning: A keyword is actively running on a manual search placement. This includes both broad and exact match types.
• Implication: The keyword is live, potentially generating traffic, and should be monitored regularly for performance.

Paused

• Meaning: The keyword was previously active but is now inactive (i.e., manually paused at some point).
• Implication: If you need to resume it, simply re-activate the keyword. Otherwise, it remains paused until changed.

Untouched

• Meaning: The keyword has never been activated on a manual search placement—an untapped opportunity waiting to be tested.
• Implication: Great for discovering new potential; consider activating these keywords if they align with your campaign goals.

Key Takeaways

• Daily Refresh: All statuses update once a day to reflect the most accurate snapshot of your keyword’s activation level.
• Monitoring: Keep an eye on Activated keywords for real-time performance and revenue impact.
• Opportunity: Paused or Untouched keywords can be revisited for optimization or new campaign launches.

Use these statuses to guide your strategy, from launching new keywords to analyzing paused ones for potential reactivation.