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Quality score and Keywords with Low Search Volume

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

So if your keywords are longtail and/or your ad group has a lot of low volume searches with low to no competition then your  quality score could be hurt? Would this affect your total quality score or just of the ad group related to these keywords? And from a strategic standpoint wouldn't it be great to "own" an ad group that has 1,000+ monthly searches based on  keywords  with monthly searches between 10 - 50 with little to no competition so your CPC is low? 

2 Expert replyverified_user
Marked as Best Answer.
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Accepted by topic author Gregory C
September 2015

Re: Quality score and Keywords with Low Search Volume

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆

Hi Gregory,

Welcome to AdWords Community.

If you run campaign in low volume searches with low to no competition then your quality score couldn't be hurt, you will get bid. It will be just affected to related keywords. Yes if keywords with monthly searches between 10 - 50 with little to no competition so your CPC is low. best suggestion for you to avoid low search keywords. if it's bound to use low searching keywords, so you can use if no competition. Best practice of Quality Score .

Happy Advertising. Cheers!

Marked as Best Answer.
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Accepted by topic author Gregory C
September 2015

Re: Quality score and Keywords with Low Search Volume

Top Contributor
# 3
Top Contributor

The key here is the CTR.

If you have 10 impressions and 1 click, this is a CTR of 10%....

So nothing wrong with low search volume keywords. There aren't many impressions, however the CTR is relatively high.

Whether low search volume keywords  drive  enough traffic to the site, which converts,  that's a different topic...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Marked as Best Answer.
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Accepted by topic author Gregory C
September 2015

Re: Quality score and Keywords with Low Search Volume

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

 

The key here is that there will be no CTR and no impressions for a "Low Search volume" labeled keyword, while the keyword has the LSV label, as this label means that google has stopped serving ads for this keyword, period. 

 

Confusion may come from analysing a large time-frame , while this LSV label is for the present time. So maybe 1 year ago a keyword has some traffic, but now it has the LSV label so it has no current traffic, as it does not participate in auctions.

 

For any person who is not familiar with the status of keywords , I recommend this reading :

 

https://support.google.com/adwords/answer/2616014?hl=en

 

"For this reason, Google temporarily makes these keywords inactive so that they don't trigger your ads.  If the number of search queries for these keywords increases even a small amount, they'll be reactivated and will start triggering your ads to show again. Our system checks and updates this status once per week. "

 

Seriously, does anyone have LSV labeled keyword with actual traffic for them , while they are labeled Low Search Volume ?

 

---------------

Now on the QS part : I have my own theory. You should only keep relevant keywords in your account. Relevancy is not entirely about CTR, but also about keyword to ad text relevancy and keyword to landing page relevancy.

 

So if your keyword is about facebook , but your ad is about selling meat and you landing page is about something unrelated to the keyword, your newly added Low Search Volume keyword will receive a starting low QS.

 

By keeping 1000 Low Search Volume keywords in your account when they all have QS 1/10 will affect ad group QS and will drag the performance of the other keywords down. But this is just my theory ,based on experience.

 

 

 

 

 

 

Re: Quality score and Keywords with Low Search Volume

Top Contributor
# 5
Top Contributor
I disagree with Adrian that low search volume keywords will not trigger the ad.
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Quality score and Keywords with Low Search Volume

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

It is all fine and cool that you disagree with the opinion of a person in this case me , but do you also disagree with the straight forward documentation which says that LSV keywords are in fact inactive keywords ?

If so maybe the documentation needs rewriting.

Re: Quality score and Keywords with Low Search Volume

[ Edited ]
Top Contributor
# 7
Top Contributor

Adrian;

I did not quite understand if your last post is based on your experience as an advertiser or strictly by quoting the documentation. I think you misunderstood the documentation;

 

So, here is an example from one of my campaigns about LSV. Not a bad CTR at all, considering  the competitive vertical   in which this campaign is running (and the low bid the client "imposed"). 

Thus, I would be cautious in saying: "there will be no CTR and no impressions for a "Low Search volume"

 

low search volume CTR.png

 

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Quality score and Keywords with Low Search Volume

Collaborator ✭ ✭ ✭
# 8
Collaborator ✭ ✭ ✭

Personal experience, confirmed by the documentation.

 

From hundreds of LSV keywords I kept around for months in several accounts, not even one produced impressions so I ended up doing what google recommends here on page 3 :

 

http://services.google.com/fh/files/blogs/google-keywords-to-the-wise.pdf

 


"Delete your low search volume keywords.
Why:Reduce clutter. If keywords aren’t going to drive any traffic for you, there’s no need to
keep them around."

 

The documentation seems pretty clear to me , during a day when a keyword has this label, it is not serving ads. Tomorrow if the "weekly keyword evaluation" as Google puts it in their own help file, removes this Status of LSV from the keyword,this keyword  could serve ads and receive impressions. But only because it doesn't have the "Low Search Volume" status anymore.

 

To me the message in the help file does not leave interpretation "Google temporarily makes these keywords inactive so that they don't trigger your ads.  " .

Re: Quality score and Keywords with Low Search Volume

Collaborator ✭ ✭ ✭
# 9
Collaborator ✭ ✭ ✭

Thank you for the screenshot.

 

Is the source of those impressions "Google Search Network" or "Google Search Partners network" ? One can find that via the Segment button.

 

If it is the segment "Search Partners network" maybe google sets the LSV status only for traffic from their own network.

 

Also as I said before, are you looking only at "today's data" ? Because the LSV status is only for "today" while the traffic you see can be from months ago when the keyword might not have had the LSV status.

Re: Quality score and Keywords with Low Search Volume

Top Contributor
# 10
Top Contributor

Adrian;

Don't miss the sentence which comes after that:

 

>>"If the number of search queries for these keywords increases even a small amount, they'll be reactivated and will start triggering your ads to show again. Our system checks and updates this status once per week.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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