Google had a unique way of calculating quality score keywords. Adwords would NOT display an ad against a keyword if it thought the quality of the keyword was not up to the quality standards of Google results.

In that case the keyword would be marked “Inactive for Search”. However this is changing and in the next few days there won’t be any inactive keywords. Read – Google Adwords quality score improvements.

Once the quality score improvements go live, many keywords will show the advertisers how much they need to bid to get to the first page results.

They will get a message like this for most keywords:

”Active – Bid is below first page bid estimate of $**”

It is up to the advertisers to increase the bids.

So what happens to the inactive keywords?

Though the message will not show, the inactive bids will still get only few impressions or none, because in any case the quality score will be calculated on-the-fly.

The quality score will decide the best keywords/ads to be shown and therefore the inactive bids may not get huge impressions as assumed by many advertisers.

However there are ways to get the maximum impressions out of your Goggle Adwords advertising campaigns.