Statuses tell you whether or not components (campaigns, ad groups, keywords, and ads) are active, as well as any applicable description of the status. Some pages (for example, Campaigns, Ad Groups, and Keywords pages) display the component’s current status under a “Status” column or near the page title at the top of the component’s page.
Component statuses are alerts and descriptions that inform you about the activity or inactivity of the corresponding campaign, ad group, keyword, or ad. For example, the Active status tells you that the component is currently active without any issues. Similarly, the Paused status tells you that the component is currently inactive because it has been paused.
In addition to component status, editorial status affects whether or not an ad or keyword is active (editorial statuses apply only to ads and keywords). Like component status, the editorial status for an ad or keyword could appear on the component’s page to identify whether or not the component is active. Occasionally, you might see a combined component and editorial status to indicate a condition. For example, the status Active, Change Declined would indicate that the component is active but that a requested change to the component has been declined for editorial reasons.
For more information on editorial status refer to the topics Editorial Status and Editorial Status Details.
Component and Editorial Status Descriptions
The following table provides descriptions of both component and editorial statuses (the statuses are listed in alphabetical order):
Status |
Applicable Component |
Status Type |
Description |
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Active |
Campaigns |
Component |
The component is currently active and running. |
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Active, Change Declined |
Keywords |
Combined Component and Editorial |
The keyword or ad is active, but a requested change to it has been denied for editorial reasons. |
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Active, Change Requested |
Keywords |
Combined Component and Editorial |
The keyword or ad is active, but a requested change to it is currently undergoing editorial review. |
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Active, New Min Bid |
Keywords |
Component |
The keyword’s minimum required bid has been updated and your keyword is now active. Previously, the keyword was inactive because it did not meet the minimum required bid for that keyword. However, the minimum required bid for the keyword has since been reduced below your keyword’s bid amount causing the keyword to become active. After seven days, this status changes to Active. |
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Ad Group Deleted |
Keywords |
Component |
The component is not running because its parent ad group has been deleted. Deleted components do not appear by default, but you can search for them using the advanced search feature to review previous information and statistics about the deleted component. |
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Ad Group Paused |
Keywords |
Component |
The component is not running because its parent ad group has been paused. |
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Campaign Deleted |
Ad groups |
Component |
The component is not running because its parent campaign has been deleted. Deleted components do not appear by default, but you can search for them using the advanced search feature to review previous information and statistics about the deleted component. |
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Campaign Expired |
Ad groups |
Component |
The component is no longer running because it is past its parent campaign’s scheduled end date. |
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Campaign Paused |
Ad groups |
Component |
The component is not running because its parent campaign has been paused. |
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CM off at Campaign |
Campaigns |
Component |
Content Match has been turned off at the Campaign level. |
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Campaign Scheduled |
Ad groups |
Component |
The component is not currently running because its parent campaign is not running but is scheduled to start running at a future start date. |
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Deleted |
Campaigns |
Component |
The component is not running because it has been deleted. Deleted components do not appear by default, but you can search for them using the advanced search feature to review previous information and statistics about the deleted component. |
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Editorial Declined |
Keywords |
Editorial |
The keyword or ad has been declined because it does not comply with editorial guidelines. |
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Editorial Declined, Change Requested |
Keywords |
Editorial |
The keyword or ad has been declined because it does not comply with editorial guidelines. However, a change has been requested and is currently under editorial review. |
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Editorial Pending |
Keywords |
Editorial |
The keyword or ad is being reviewed for compliance with editorial guidelines. |
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Editorial Removed |
Keywords |
Editorial |
The keyword or ad has been removed from the ad group because it does not comply with editorial guidelines. |
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Expired |
Campaigns |
Component |
The campaign is no longer running because it is past the campaign’s scheduled end date. |
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Inactive, Bid Too Low |
Keywords |
Component |
The keyword’s minimum required bid has been updated and your keyword is now inactive. Previously, the keyword was active since it met the minimum required bid for that keyword. However, the minimum required bid for the keyword has since been increased to an amount higher than your keyword’s bid amount causing the keyword to become inactive. You will have to increase your keyword bid above the minimum required bid in order for your keyword to become active again. |
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Inactive, CM Bid Too Low |
Ad groups |
Component |
The Content Match ad group is currently inactive and is not serving ads because the Content Match ad group bid has been set to an amount less than the minimum required for the ad group to remain active. You will have to increase your Content Match ad group bid above the minimum required bid in order for it to become active. |
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Incomplete |
Campaigns |
Component |
The campaign is not running because not all campaign information was provided when the campaign was created. You can click the campaign to provide its missing information. |
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No ads serving; SS and CM off |
Campaigns Ad Groups |
Component |
Both Sponsored Search and Content Match are turned off at the same time at different levels. Depending on the level, check your account, campaign and/or ad group settings to update your tactics. Example #1
Example #2
Since the account’s SS tactic is set to off and the ad group’s CM tactic is set to off, then the ads will not serve for the ad group. |
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Paused |
Campaigns |
Component |
The component is not running because it has been paused, either manually or automatically (for ads) by the optimizer. If someone has manually paused a component, you can unpause it by selecting the component (on the Campaigns, Ad Groups, or Keywords page) and then clicking the Unpause button. If you have ad display optimization turned on, the optimizer could automatically pause an ad if it determines that the ad performs significantly below other ads in the ad group. This allows your best ads to display, potentially improving the overall performance of your ad group. |
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Pending Inactive, Bid Too Low |
Keywords |
Component |
The keyword is currently active. However, the minimum required bid for the keyword has since been increased to an amount higher than your keyword’s current bid, and the keyword will therefore soon become inactive. You will have to increase your keyword bid above the minimum required bid in order for your keyword to remain active. |
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Scheduled |
Campaigns |
Component |
The campaign is not currently running but is scheduled to start running at a future start date. |
Multiple statuses can affect the same component and whether or not that component is active. For example, if a keyword is inactive because it has been manually paused, you could unpause it to make it active again. However, if the keyword’s bid is below minimum bid requirements, the keyword will remain inactive until you change your bid to meet the minimum requirements.
Note: If a component (for example, a keyword) or a parent component (for example, the parent ad group of that keyword) is not active, then the title in the breadcrumb (the navigation path below the tabs at the top of the screen) appears in red text and the page background appears grayed out.