Google Grants Ongoing Management Guide - Manual (Page 14)

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3. Sort by Impressions
Lastly, let's sort the Impression column so that it is in descending order.
Impressions refer to the number of times your ad has shown on Google.com.
For this metric, let's pay particular attention to the keywords that are receiving
very few or zero impressions. When observing these low traffic keywords, look to
see what the keywords have in common. Mostly likely, these keywords will be too
specific. We can approach this issue from a few angles:
o Use a shorter variation of the term. For example, a term like "free after
school programs to help my child succeed" could be shortened to "free
after school programs."
o Use more popular terms. As a specialist in a given field of interest, it is
easy fall into the trap of using very niche terms. For example, if you are
running a foundation to help save the manta ray population, Manta
birostris (the scientific term for manta rays) might seem like a common
term to you, yet it may not be used very much by the general public. You
will want to make sure to use terms that would be known and recognized
by your target audience. Think like a user!
o Find relevant expansions. Use the Keyword Tool to find expansions of a
low traffic keyword. The Keyword Tool will show you overall search
volume of the relevant expansions, allowing you to find similar high traffic
terms. Keep in mind that when adding keywords itʼs generally better to err
on the side of being too specific and growing from there than to err on the
side of being too general, which can compromise your accountʼs Quality
Score.
Keeping these low impression keywords in your account will not hurt your
account performance, but you should use the tips listed above to identify similar
terms that will drive more traffic to your website. If you notice that certain
keywords generate very few impressions over a few months, you can delete
these terms.