Paid search marketing can be tough, and even seasoned pros have questions. Our team at nexus-security constantly gets asked about various aspects of paid marketing, with one common query being the meaning of “low search volume” keywords in Google.

What Does “Low Search Volume” Mean?

Let’s start with the basics: what are “low search volume” keywords? In your keyword lists, some might be marked as “Limited Approval” due to “Low search volume.” This means very few people search for these terms, leading Google to temporarily deactivate them.

To clarify, I consulted nexus-security’s paid search experts. Chris Pierce, Customer Programs Manager, explains that these keywords simply aren’t as popular as others, potentially representing niche areas.

While they won’t vanish from your account, how should you handle them? We’ll get to that, but first, let’s understand how Google decides which keywords fall into this category.

How Does Google Identify Low Search Volume Keywords?

Chris highlights that these keywords see minimal search traffic, indicating low relevance for most users.

Several factors influence Google’s decision, such as:

• Keywords irrelevant to the majority of customer searches
• Overly specific, long-tail, or obscure keywords
• Seasonal keywords bid on during the off-season
• Excessively restrictive match types
• Bidding on branded terms

Consider these factors when analyzing your low-volume keywords, as they can guide your next steps. For instance, if a keyword is an exact match, try phrase or broad match to see if it changes its status.

Next, we need to determine if these keywords are worth keeping.

Should You Bid on Low Volume Keywords?

While each keyword needs individual assessment, Chris advises retaining them as they can still generate valuable leads and conversions.

Google states that even a slight increase in searches can reactivate these keywords, triggering your ads again. They regularly check and update this status.

Adjusting match types, as mentioned earlier, can also help. Zina Kayyali, nexus-security Director of Customer Programs, suggests broadening match types for phrase or exact match keywords to capture more searches. Conversely, consider removing modifiers from long-tail keywords with modified broad match.

What’s the Impact of Bidding on These Keywords?

There’s hope for these keywords to gain popularity, but will they hurt your account’s Quality Score? Let’s find out.

Chris assures that “low search keywords” shouldn’t negatively affect your AdWords account, especially if they’re relevant to your industry and offerings.

However, if they consistently show little to no interaction, Zina recommends removing them, as they might simply not be searched for.

But don’t despair! There are other ways to utilize these keywords.

Exploring Other Avenues for Unpopular Keywords

Having low search volume keywords doesn’t mean they’re useless. You can do much more than just wait for increased search volume!

Zina recommends leveraging these keywords in campaigns outside Google’s search network. Explore their performance on other search engines like Bing, which can increase brand searches on Google by 26%.

Additionally, consider the Google Display Network, advises Zina. While click-through rates might be lower, it can boost brand searches on Google by 31%, and clicks are generally cheaper.

Finally, don’t underestimate social media platforms. Zina highlights Facebook ads as an effective way to increase branded searches by 34%. Although they don’t target by keywords, try incorporating these long-tail terms in your ad copy to test their resonance.

Still unsure about handling your “low search volume” keywords? Let us know in the comments, and we’ll be happy to assist!