Do Low Search Volume Keywords Affect Quality Score? A Deep Dive

Do Low Search Volume Keywords Affect Quality Score In the world of Google Ads, every advertiser wants to achieve the best Quality Score possible. A high Quality Score can lower your cost per click (CPC), increase ad visibility, and improve campaign performance. But many advertisers worry about using low search volume keywords — do they hurt your Quality Score?

This article dives deep into that question, examining how low search volume keywords function, how they relate to Quality Score, and what strategies advertisers should adopt to manage them effectively.

Understanding Quality Score

Quality Score is Google’s metric for measuring the quality and relevance of your ads, keywords, and landing pages. It is scored on a scale of 1 to 10 and affects:

• Ad Rank (which determines your ad position)

• CPC (Cost Per Click)

• Eligibility for auctions

Three main factors determine Quality Score:

1. Expected Click-Through Rate (CTR)

2. Ad Relevance

3. Landing Page Experience

Google uses historical performance data and real-time context to assign this score. The higher the Quality Score, the better your ad performance potential.

What Are Low Search Volume Keywords?

A low search volume keyword is a keyword that has very little or no search traffic on Google. When Google detects that a keyword receives minimal or no searches, it may assign a “Low Search Volume” status. This means:

• Your ads won’t show for this keyword until search volume increases.

• The keyword is inactive but still part of your campaign.

• You won’t accrue impressions, clicks, or costs for that keyword unless its status changes.

Do Low Search Volume Keywords Affect Quality Score?

The short answer is: Not directly.

Google has confirmed that inactive keywords with a “Low Search Volume” status do not influence your overall Quality Score. Here’s why:

1. No Impressions = No Data

   • Quality Score is based on actual performance data, such as CTR and relevance.

   • If a keyword is not generating impressions or clicks, there’s no user interaction data for Google to evaluate.

2. Dormant Keywords Are Not Scored

   • Google essentially ignores keywords that are not triggering ads.

   • These keywords are paused in terms of evaluation, so they don’t negatively influence account-wide metrics.

3. Keyword-Level Quality Score Is Isolated

   • Quality Score is assigned at the keyword level, not the campaign or account level.

   • A low search volume keyword with no activity does not “drag down” the Quality Score of other active keywords.

So Why Do Advertisers Worry?

Even though Google doesn’t penalize you directly for low search volume keywords, there are indirect effects that can affect campaign performance:

1. Wasted Account Complexity

• Too many low-performing or inactive keywords can clutter your account.

• This can make optimization and reporting more difficult.

2. Misleading Data

• Low search volume keywords might skew reporting if not filtered out.

• You may misinterpret underperformance or miss opportunities to reallocate budget.

3. Limited Reach

• Relying too heavily on niche keywords might mean you’re missing broader traffic opportunities.

• Your ads won’t show up if your keywords aren’t being searched.

Best Practices for Managing Low Search Volume Keywords

If you’re using low search volume keywords in your campaigns, consider the following strategies:

1. Group Smartly

• Organize keywords by theme or intent to help Google better understand your ads.

• Don’t isolate every long-tail keyword in its own ad group unless there’s strong volume.

2. Use Broad Match or Phrase Match Variants

• Broad or phrase match can help capture variations of low search volume terms.

• This lets you still target niche intent without relying on exact low-volume terms.

3. Monitor and Pause if Necessary

• If a keyword has stayed in “low search volume” status for months with no activity, consider pausing it.

• Regular audits help keep your campaigns clean and focused.

4. Leverage Search Term Reports

• Look at what users are actually searching when your ads appear.

• This can help you identify higher-volume variations of your niche terms.

5. Consider Dynamic Search Ads (DSAs)

• If you’re targeting long-tail or rare queries, DSAs can help fill in the gaps.

• They automatically generate ads based on your website content and user searches.

The Value of Low Search Volume Keywords

Although they don’t affect Quality Score, low search volume keywords can still be valuable:

• High Intent: These keywords may represent highly specific, conversion-ready queries.

• Low Competition: Fewer advertisers mean lower CPCs and easier ad placements.

• Niche Audiences: Especially valuable for B2B, legal, or technical industries.

You just need to manage them strategically—recognizing their potential without letting them overwhelm your campaigns.

Quality Score Optimization: Focus Areas

Since low search volume keywords don’t harm Quality Score, what should you focus on instead?

1. Improve Ad Relevance

• Make sure your ad copy closely matches your keywords and search intent.

• Use keyword insertion and A/B testing to refine performance.

2. Enhance CTR

• Write compelling, action-oriented headlines.

• Use clear benefits, promotions, or unique selling points.

3. Refine Landing Pages

• Your landing page should align with the ad and offer a seamless user experience.

• Improve load speed, mobile usability, and content relevance.

4. Test and Iterate

• Continuously test keywords, ad text, and landing pages.

• Use Quality Score as a diagnostic tool, not a goal by itself.

Conclusion

Low search volume keywords do not negatively affect your Quality Score—at least not directly. Google essentially ignores them unless they start generating traffic. However, poor account structure, cluttered campaigns, and unrealistic expectations about low-volume terms can indirectly hurt your performance.