Introduction
In Google Ads, keywords with “low search volume” are those that receive very few or no monthly searches. When a keyword is marked as having low search volume, Google may temporarily deactivate it, meaning your ad won’t show until the keyword sees a rise in search traffic. This can significantly impact your ad reach, especially in niche markets. However, low search volume keywords aren’t always bad. They can sometimes be highly relevant and targeted. The key is knowing how to manage them strategically.
What Are Low Search Volume Keywords?
Google assigns the “low search volume” label to keywords that don’t meet a minimum search threshold. These keywords may be too niche, long-tailed, or obscure. They are still active in your account, but ads won’t show until the search volume increases.
Why Do Low Search Volume Keywords Matter?
– Pros: They are often highly specific, have lower competition, and can drive qualified traffic.
– Cons: Ads don’t show, affecting reach and impression share. You may also waste time managing inactive keywords.
Strategies to Handle Low Search Volume Keywords
1. Broaden the Match Type
Switch exact match or phrase match to broad match or broad match modifier (or close variants) to capture more impressions while still maintaining relevance.
Example:
Instead of using "affordable trekking shoes for Himachal" as a phrase match, try a broader version like +trekking +shoes +Himachal.
2. Combine Low-Volume Keywords into Ad Groups
Group multiple related low-volume keywords into a single ad group. This improves ad relevance and allows Google to recognize thematic consistency, potentially activating the keywords over time.
3. Use Keyword Variants or Synonyms
Rewrite keywords using simpler or more commonly used synonyms. Avoid overly technical, industry-jargon, or branded phrasing if users aren’t searching for them.
Example:
Instead of “ergonomic wrist cushion for gamers,” use “gaming wrist rest” or “gaming hand support.”
4. Review Google’s Search Terms Report
The Search Terms Report can show actual user queries that triggered your ads. Look for alternative phrasing that has more volume but still aligns with intent. Replace or supplement your low-volume keywords with those search terms.
5. Focus on Long-Tail Keywords With Modifiers
Rather than eliminating all long-tail keywords, use those that include common modifiers like “best,” “near me,” “buy,” “online,” “review,” etc. These can increase volume slightly while keeping intent strong.
6. Consolidate Campaigns to Increase Learning
If you’re running multiple campaigns with narrow, segmented keyword themes, consolidate them into fewer campaigns with shared themes to gather more data and improve machine learning performance.
7. Add Keywords to Dynamic Search Ads (DSAs)
Dynamic Search Ads don’t rely on keyword targeting. They use your website content to match user queries. If low-volume keywords are important, create a landing page with relevant content and use DSAs to capture that traffic.
8. Improve Ad Copy and Landing Page Relevance
Sometimes low search volume persists because Google doesn’t see a strong match between your keyword and your ad or landing page. Ensure your ad copy closely mirrors the keyword phrase and that the landing page content supports it.
9. Keep Low-Volume Keywords Temporarily
Google re-evaluates search volume periodically. A keyword that is inactive today might become active later due to seasonality or trends. You can leave the keyword in your account, but focus your budget on active keywords.
10. Explore Google Trends and Keyword Planner
Use Google Trends or Keyword Planner to find alternative keywords with similar intent but better volume. These tools show real-time data and suggest variations based on actual searches.
11. Add Audience Layering to Keywords
For low-volume keywords, you can add audience signals (like in-market or custom intent audiences) to give Google more context and improve campaign performance even if search volume is limited.
Example:
If your low-volume keyword is “luxury handmade notebooks,” add audiences interested in stationery, art supplies, or luxury gifting.
12. Use Responsive Search Ads (RSAs) Smartly
Incorporate low-volume keywords in multiple headlines or descriptions in RSAs. Google can then rotate and test which versions get more attention, helping improve performance even when volume is low.
13. Adjust Bidding Strategy
Manual CPC or Target CPA may be too restrictive for low-volume keywords. Try Maximize Clicks or Maximize Conversions to allow more flexibility in reaching users when volume does appear.
14. Monitor Performance, But Don’t Panic
Low search volume doesn’t necessarily mean low value. Monitor over a few weeks. If impressions rise, the keyword may become active. If not, pause or replace it.
When to Remove Low Search Volume Keywords
– After 30–60 days with zero impressions
– When there are better alternatives that perform well
– If the keyword is irrelevant or too obscure
– If it negatively affects ad group performance or quality score
Example: How Myntra Handled Low-Volume Keywords
Myntra launched a campaign targeting “eco-friendly linen kurtis for office wear.” The keyword received zero impressions for two weeks. The team reviewed the Search Terms Report and found users were searching for “linen kurtis formal” and “sustainable kurtas for women.” They updated the keywords, switched to broad match modifiers, and added those terms to RSAs. Within a week, impressions increased, CTR improved, and conversions followed.
Conclusion
Low search volume keywords can be frustrating, but they often represent niche, high-intent opportunities. The goal is not to eliminate them entirely but to refine how they’re used. Use keyword research, broaden match types, adjust targeting strategies, and let Google’s automation work for you when possible. Monitor results, test alternatives, and be willing to iterate. With a careful approach, even low-volume keywords can contribute to high-performance campaigns.
