Should I Leave Inactive Keywords in My Campaign?

Leave Inactive Keywords in Campaign

[JimmyH]

If I have inactive keywords in my campaign and don't want to raise the bid price to activate them what are the chances they will be activated based on new content?

I know it depends how targeted my content is to the term, but has anyone seen this work?

I'm often adding new content to my site so I'm hoping that the next time the bot comes through it will see the new content and increase my quality score on some of the inactive terms and then activate them without my having to increase the bids.

I worry that the only true way to make them active is my increasing the bid price and that leaving inactive words in my campaign might have some negative impact on the overall campaign.

Thanks!

[netmeg]

I do it all the time. I might separate them out into their own ad group, sometimes that helps. I have not seen a negative effect that I could pin on inactive search terms. Sometimes, even with an ok or great quality score, I still don't want to pay what Google says the minimum bid is at that moment. I leave them inactive, and I've had them come back active, probably after a QS update or something.

[nimeshatbms]

Are you running "Content" campaign? if yes, the "inactive" keywords are still relevant and they will help in driving impressions/clicks because keywords become "inactive" only for search network and not for "Content".

the other thing is that, "Inactive" keywords can become "active" if the QS is updated and the minimum bid decreases. So you can have these keywords still running and try to increase your QS.