Recently, Google made some changes on how they view ad groups with zero impressions. An ad group is a set of ads that share the same target customers and settings. If an ad group has zero impressions, it means these ads never show up when people search, which is not a good thing — in other words, potential customers are not seeing your business.

Below, this SEM agency in Glenview, Illinois is going to discuss the Google Ads March 2024 update and its potential implications for your business. By the end of the article, you will know how to use Google Ads in the best way possible so more people can find and choose your business when they are searching online.

Zero impressions vs. low search volume keywords

Low search volume keywords might have fewer searches, but they can still be valuable. They can gain impressions, clicks, and even conversions. These keywords are often highly specific to your business or use exact match keywords, which means they match exactly what some people are searching for.

On the other hand, zero impression keywords do not show up in search results at all. There could be many reasons for this — maybe the way your Google Ads account is set up is not helping these keywords show, or these keywords are too specific, and very few people are searching for them.

To address this, Google rolled out a permanent change on March 11, 2024, that pauses all ad groups with zero impressions over the last 13 months. If these ad groups get no impressions for three more months after reactivation, Google will pause them again.

Google has introduced this change to help advertisers like you focus on keywords that are more likely to be seen by the right people. In other words, it ensures your advertising budget is spent on keywords that could lead to results for your business.

Why 13 months?

You might wonder if 13 months is enough time for Google to decide to pause an ad group. For most businesses, the answer is yes.

This thirteen-month period gives you a complete view of your business’s activity throughout the year. This means that you can see which keywords are effective at different times of the year. If a keyword has not led to any impressions in this time, it is probably not going to in the future. Instead, your SEM agency in Glenview, Illinois can help you focus on keywords that could be more beneficial.

Preparing and optimizing for the future

As a Glenview business owner, what can you do to make the most of Google Ads?

First, review your Google Ads account. Then, organize your ad groups by impressions to identify any with zero. This preemptive step can help you see which parts of your ad campaign could be impacted by Google’s new change. If you find ad groups with zero impressions, consider whether you should reactivate them or focus your efforts elsewhere.

For businesses seeking assistance with their Google Ads, an SEM agency in Glenview, Illinois, can offer expertise in optimizing your campaigns. From helping you understand these new changes in Google Ads policies to identifying the most effective keywords for your business, a professional agency can help ensure your advertising dollars are put to good use.

Looking for an SEM agency in Glenview, Illinois?

Google’s update on zero impression keywords is your chance to review and refine your online advertising strategies. Choosing the right keywords and structuring your ad groups wisely can help you make your business more visible online and show your ads to the right people.

Are you ready to partner with a professional SEM agency in Glenview, Illinois that can help you improve your Google Ads strategy? If so, our team at Digital Destination LLC is here to help. Contact us at (312) 933-6806 to learn how we can help.