One reason an Active, Eligible keyword may not receive many impressions is because the keyword:
A) Has a maximum cost-per-click (CPC) bid below the first page bid estimate.
B) Is set to phrase match.
C) Is set to broad match.
D) Has its own destination URL that overrides what is set for the ad group.

Question

Quizplus · Accepted Answer

If the maximum CPC bid is below the first page bid estimate, the ad may not appear on the first page of search results, leading to fewer impressions.

One Reason an Active, Eligible Keyword May Not Receive Many