What to do with "null" keys?

Question

contextual advertising

Quote: "Keep in mind: we remove pacifiers depending on the range of purposes you want. For example, professional directors generally do not recommend removing pacifiers."
The frequency has been clarified, then it is necessary to decide what to do with low-frequency keys. If we publish them, they will be able to bring in a client someday, but direct and adwords have a negative attitude towards advertising for which there are no impressions. Explain please, professionals.

Answer 1

I would not categorically say that Yandex.Direct and Google Adwords have a negative attitude towards such queries. Adwords will not show ads on them at all until the frequency increases. But they still do not affect the assessment of the quality of campaigns. Therefore, you can leave, it will not become bad from this, and someday a client can really come to them.

Answer 2

Konstantin Naychukov from Elama in yesterday's webinar points out that the so-called. The "performance indicator" of a domain in Yandex will be seriously affected if Yandex is strained with arrays of null keys.
Upd. Yandex technical support states that arrays of LF keys do not worsen the attitude towards the account/domain. Of course, within natural, non-spam limits. Apparently, Konstantin had in mind the spamming of keys.