Adwords: Are keywords with no impressions bad?

Marketing
1

We manage a Hotel’s Adwords campaign. They cater for niches (such as people on business). We have a few adgroups with keywords specific to the ads and the landing pages, but these generate no impressions.

Will these keywords harm the QS of the account? I hear conflicting views. Some people say that it wont harm the account becasue if the keywords arent generating any impresions then you wont have a negative CTR. Others say that keywords that dont generate impressions are badly performing and have low search traffic.

What do you think - should we delete these keywords or leave them in there?

2

if they dont generate any impression i dont think they could effect negatively. CTR plays the role here. If there is no impression, there is no CTR.

I would remove the low performing keywords anyways.

3

I do not think they hurt. If you want to take the keywords off it might make it easier to track each keyword better that has traffic.

4

They are not bad, just not searched. For ppc, go after lesser searched words that are also cheaper often. Many popular words are also cheaper if they are not fully tapped by market. They actually do exist in some niches.