Expand Your Keyword List
Adding new keywords to your account can help you generate impressions that you had not previously been eligible to receive. By expanding your keyword list, you can start to bid on and compete for those new impressions. Make sure though, that the new keywords are relevant and significant to both your account and your business. You don’t want to add irrelevant keywords just for the sake of generating additional impressions.
Utilize Less Restrictive Match Types: Remember, phrase and exact match types are designed to help advertisers attain highly targeted, specific traffic. Because these match types are more restrictive, we often see lower impression volumes for keywords set to phrase and exact match. To increase the amount of traffic you are seeing on these terms, try moving them to a modified broad match type, which will open your keywords up to receiving more impressions.
Review Negative Keywords: Negative keywords are search terms that you do not want your ads to show for. Chances are, you’ve curated a large list of negative keywords while optimizing your account. However, it is important to ensure that you truly do not want your ads to appear anytime these keywords are included in the search query. One mis-set negative keyword can result in the blockage of good, qualified traffic. We recommend reviewing your negative list regularly to ensure you’ve only included appropriate negative keywords.