The popularity of key phrases may decrease, and in this case, previously added phrases get the status «Low search volume». Here Google writes about this in more detail — https://support.google.com/google-ads/answer/2616014.
In order not to be distracted by their maintenance, you need to delete them. I wrote a script that does this automatically:
function main() {
var key_ids_arr = [];
// Select keywords with the status "Low search volume", active, in active groups
// in active campaigns, with 0 impressions in the last 30 days
var search = 'SELECT ad_group_criterion.criterion_id, ad_group.id ' +
'FROM keyword_view ' +
'WHERE ad_group_criterion.system_serving_status = "RARELY_SERVED" ' +
'AND ad_group_criterion.approval_status = "APPROVED" ' +
'AND ad_group_criterion.status = "ENABLED" ' +
'AND ad_group.status = "ENABLED" ' +
'AND campaign.status = "ENABLED" ' +
'AND metrics.impressions = 0 ' +
'AND segments.date ' +
'DURING LAST_30_DAYS LIMIT 50000';
var report = AdsApp.search(search, {
apiVersion: 'v8'
});
while (report.hasNext()) {
var row = report.next();
var key_id = row.adGroupCriterion.criterionId,
ad_group_id = row.adGroup.id;
// collecting their IDs
key_ids_arr.push([
ad_group_id,
key_id
]);
}
if (key_ids_arr.length > +0) {
var keywordsIterator = AdsApp.keywords()
.withIds(key_ids_arr)
.get();
while (keywordsIterator.hasNext()) {
var keyword = keywordsIterator.next();
// delete
keyword.remove();
}
}
}
