Impact of Zero-Impression Google Ad Keywords and Ad Groups

Google has recently announced a significant change to its ad management policies.

This adjustment will see ad groups with zero impressions over a 13-month period being paused. Understanding the reasons behind this and how it impacts your campaigns is crucial for digital marketers.

Understanding Zero Impressions vs Low Search Volume

Google has clarified that having low search volume keywords in your account does not negatively affect your quality score. Such keywords can still achieve impressions, clicks, and conversions, albeit in lower volumes.

This is often due to exact match keywords or representing super niche industries. However, zero impression keywords might also stem from structural issues within a large account, such as budget allocation problems in Smart Bidding scenarios.

Is 13 Months Enough Time?

Google’s 13-month period for pausing ad groups is a thoughtful approach. It allows for a comprehensive view of seasonality and account performance over a full year. This ensures that any ad group failing to gain impressions over this period is truly underperforming.

If an ad group has not had any impressions in 13 months, it is advisable to reconsider its inclusion in your campaigns. These groups can either be restructured or repurposed to maximise efficiency.

Preparing for the Change

Marketers should audit their campaigns to identify ad groups with zero impressions. Sorting ad groups by impression data helps in pinpointing those likely to be affected by Google’s new policy.

Monitoring change history can also provide insights into ad group performance changes. This proactive stance can help mitigate any negative impacts on your campaigns.

Structural Issues Behind Zero Impressions

Zero impression keywords are often linked to structural issues within an ad account.

Large account structures with numerous keywords and ad groups might face internal conflicts for budget allocation. This includes scenarios where Smart Bidding prioritises certain keywords over others, causing some to have no impressions.

Additionally, conflicting auction prices and end-user behaviour can further complicate budget distribution, leading to zero impressions for specific keywords.

The Role of Low Search Volume

Low search volume keywords, while not harmful to your quality score, need careful management.

These keywords can be valuable in niche markets but require proper account structuring to ensure they receive appropriate budget and attention.

By segregating high-value and low-value keywords into separate groups or campaigns, marketers can better allocate resources and avoid zero impressions.

Optimising Ad Groups for Better Performance

To optimise ad groups, regularly review and adjust your keywords based on performance data.

Experimenting with different match types and keyword variants can help identify the best performers while ensuring that budget is effectively utilised.

It’s important to continuously monitor and refine ad group structures to adapt to evolving market conditions and search behaviours.

Conclusion

In conclusion, zero impression keywords and ad groups highlight important structural and strategic issues within Google Ads accounts.

By understanding and addressing these challenges, marketers can optimise their campaigns for better performance and efficiency.

It’s evident that managing zero impression keywords and ad groups is crucial for effective ad campaigns.

By auditing accounts, restructuring poorly performing groups, and optimally allocating budgets, marketers can ensure their Google Ads campaigns are successful.

Source: Searchenginejournal