It is quite common when you have a large or small Adwords account that some keywords display having a low search volume. Sometimes, they are keywords that you consider to be relevant and are historic to your account. More often than not, these low search volume keywords are prompted by the use of Google’s keyword tool that helps to get new words for the account, or are taken from a list of suggested keywords from a search query report. You’d think that doing this would have a positive effect on your account, right? For them to be in the search query report, someone must have typed them in. But when you add it, it gets a low search volume. Why would Google suggest this word to you if they are not going to show your advert when someone types it in?
Aside from this, the real question remains: what you should do with low search volume keywords?
Should they stay or should they go?
It is comprehensible why you would want to keep to some of the keywords in the Adwords account if they are coming up as low search volume. Let’s face it, the keyword must be important to you and your business, or you wouldn’t exist within the account in the first place. In addition to this, what if one day someone does type the word in – you are going to want to show for it, or you could risk losing business to one of your competitors.
So you may as well keep it in your account, right? Decisions, decisions…
If you have a large keyword list, having stacks of keywords in your account that are not getting any clicks can be infuriating and make it hard to focus on the words that are getting clicks. As well as this minor inconvenience, it can have some big effects on your account. For example, Google may hold some of your budget back over the course of the day for the rare chance that this keyword comes up, meaning that you are missing out on clicks that you could be getting from your other keywords that do not have a low search volume. Moreover, when it gets to the end of the day and you haven’t spent your money, you could have been missing out on clicks on your better keywords… Google are still going to expect that money from you, they may start to show you for every search that is broadly related to any of your keywords.
So by keeping the low search volume keywords in your account, you could not only hinder your account from getting the more relevant clicks over the course of the day, but at the end of the day, you could be wasting money on clicks that are not as relevant.
So now you will be thinking, what I do?
Do I keep the keywords in the account and wait for someone one day to type the keywords, knowing that if they do, Google still may not show your advert?
Or do I take the keyword out, and risk a potential customer going to a competitor?
Well you’ll be pleased to know I have two easy ways to ensure you don’t get stuck with this problem in future.
This first method I would only recommend if you have a big budget. An easy resolution would be to create a new campaign just for keywords with low search volume. The good thing about this is that by putting it in its own campaign, it has its own budget and is kept separate from the rest of your account. This avoids the problem of not getting clicks because your budget is being held back, or Google having to spend all your money at the last minute on irrelevant clicks. In the new campaign, if no one types the keywords in, it just won’t show, and therefore will not cost you any money.
However, if one day someone does type in that keyword, Google will be more inclined to show you for this keyword as it is the only way they will be able to spend the money in the low search volume campaign. They will not be able to just wait for one of your other keywords to show as it is entirely separate.
The second way is a lot simpler and doesn’t require such a budget; but can make the search more generic. This is to make use of BMM. BMM is a keyword match type that makes sure any word that you put a “+” sign in front of has to be in the word or sentence that the web browser is looking for. For example, if my keyword was “+Manage +PPC”, it would mean these two words must both be in the sentence the searcher typed in. If the customer typed in “I need a manager for my PPC account”, my keyword will show. This is how it will help to ensure you can pick up those keywords that have low search volume. But then again, if I was to target the keyword “I need a manager for my PPC account”, it will never show, as you can see below it is low search volume. But if I pick out the most important part of the search and add a “+” in front of it, it will then pick it up if someone types it, or anything including these two words. This means my account contains low search volume keywords, but yet will still able to show for them. By using BMM I am still able to keep the same high keyword score that I would have for a long-tail keywords.