AdWords Advertisers can now pause and resume individual keywords, sites and ad creatives within any Ad Group in their campaigns. Google announced the availability of this new feature earlier today.
Traditionally, Google AdWords advertisers could pause and resume entire campaigns or Ad Groups. However, individual keywords, ad creatives and sites (for site-targeted campaigns) within an Ad Group were either all active or paused. This new feature allows an added level of control and flexibility that might be useful to some advertisers who need to test keyword effectiveness within an Ad Group.