Since March 23rd, Google has begun to completely remove any ads that have not received any impressions within the previous 100 day from all accounts. This will only apply to ads that have been set to ‘removed’ and as such any ads which a user does not want deleting from their account all together can be left as ‘paused’, which may be necessary on those ads and accounts of a more seasonal nature.
Previously any removed ads would remain in a user’s interface account history even though they remained unused, slowing down their AdWords user experience. This clean-up will hopefully eradicate this problem and it could even see a positive impact on quality score for those who harbour a vast amount of removed ads.
Google has earmarked a date later this year in which this will also apply in exactly the same way to both unused adgroups and campaigns, being those which haven’t registered any impressions over the last 100 days. Further to this, it is also looking to place the same restriction that is currently on removed ads, in that any ‘removed’ adgroups or campaigns will no longer have the current facility to reactivate or edit them (this will also apply to any ads or keywords in those removed campaigns or adgroups).