In what scenario would pausing underperforming keywords without further analysis be a detrimental decision?

Pausing underperforming keywords without further analysis would be a detrimental decision if those keywords contribute to assisted conversions or play a crucial role in the upper stages of the conversion funnel. Assisted conversions are conversions that a keyword contributed to, even if it wasn't the last click before the conversion occurred. These keywords might not have a high direct conversion rate, but they introduce users to the brand or product, leading to a conversion through a different keyword later on. Pausing these keywords would disrupt the customer journey and potentially reduce overall conversions. Furthermore, some keywords target users who are in the early stages of the buying process, such as those conducting research or comparing options. These keywords might not generate immediate conversions, but they build awareness and influence future purchase decisions. Pausing these keywords would limit the ability to reach potential customers at the top of the funnel. Before pausing underperforming keywords, it's essential to analyze their contribution to assisted conversions, their role in the customer journey, and whether there are any underlying issues that can be addressed, such as improving ad copy, landing page relevance, or bidding strategy. Pausing without this analysis can lead to a short-sighted decision that negatively impacts long-term campaign performance.