300.000 keywords with no impressions. Should I get rid of them?

quality score,keyword,search volume

[Hornsey_J]

Hi,

I am actually running a campaign of 500.000 keywords and I noticed there's about 300.000 keywords with no impressions in the last 12 months.

I am trying to figure out if I should get rid of them to make sure they will not affect the performance of the other keywords with impressions, but 55.000 keywords of the ones with no impressions have a quality score of 10!

Basicly, if I work out the quality score of the last 12 months of the total keywords (with impressions or not), this is the result:

Total keywords (with and without impressions): 7.27
Keywords with impressions: 6.89
Keywords with no impressions: 7.48
Keywords with impressions plus keywords with no impressions of a quality score higher than 8: 7.72

My idea was to stop all the keywords with no impressions and a quality score lower than 8 to reach that 7.72

What do you think?

Thanks in advance

[mustan9]

If it isn't broken don't fix it. :)

[netmeg]

Get rid of them. At the very least, move them into their own ad groups, and don't mix them in with your good performers. But there's no point keeping them; Google isn't going to suddenly start showing them if there have been no impressions in 12 mos.

[Hornsey_J]

They are already in their own ad groups. The thing is, if there's 55.000 keywords with no impressions and a quality score of 10 and I remove them, the quality score of the whole account will be lower.

I've read on some websites that keywords with low search volume (the ones I am talking about have no impressions at all in the past 12 months) can underperform other good keywords mainly because its low quality score, but they don't say anything about the keywords with low search volume and high quality score. Do they improve the performance of other good keywords?

One thing is clear, as I said in my first post, the quality score of the whole account in the past 12 months (all the keywords) is 7.27, and the quality score of the account of the keywords that have had at least 1 impression is 6.89. That makes me think if I remove all the keywords with no impressions, the quality score will be lower, but still I can't understand why keywords that haven't had any activity at all in the past year can improve that quality score.