When does Adspert pause a keyword?

Almost never. Why? “Paused keyword” marks a keyword that is excluded/paused from the account. Pausing keywords is a final action, and Adspert will not activate these keywords again.

That is why as a general rule, Adspert rarely pauses keywords due to their very poor performance.

Instead, Adspert’s preferred action when noticing a poor-performing keyword is to reduce the bid. So there are still chances for generating traffic and conversions, but with a much smaller risk.

You see, pausing a keyword could potentially cause loss of traffic if the keyword is, for example, very seasonal.