How Many Keywords Should You Use in Google Ads?

When launching a Google Ads campaign, one of the most crucial decisions you’ll make is determining the number of keywords to include. The right balance can significantly influence your campaign’s success, affecting everything from ad visibility to click-through rates and overall return on investment. Understanding how many keywords to use, and why their quantity matters, is key to optimizing your PPC strategy and ensuring your ads reach the right audience at the right time.

Why is the Number of Keywords Important in Google Ads?

The number of keywords you select in a Google Ads campaign directly impacts your ad’s visibility, relevance, and overall performance. Keywords are the connection between your ads and potential customers, determining when and where your ads will appear. Selecting an optimal number of keywords ensures that your ads are shown to the right audience at the right time, which is essential for driving qualified traffic to your website. A well-balanced keyword list helps in reaching users who are more likely to engage with your ads and convert into customers.

On the flip side, having too many or too few keywords can either limit your exposure or scatter your efforts. An inadequate number of keywords might cause your ads to miss out on relevant search queries, reducing the potential reach of your campaign. Conversely, an excess number of keywords can lead to inefficient spending and reduced ad relevance, as your ads may appear for searches that are not directly aligned with your offerings. Thus, the number of keywords you choose plays a crucial role in balancing your campaign’s reach and focus, ultimately affecting your return on investment (ROI).

How Many Keywords Should You Use per Ad Group?

When structuring your Google Ads campaigns, it’s generally recommended to use 15-20 keywords per ad group. This range is considered optimal because it allows you to maintain a clear focus within each ad group, making it easier to craft highly relevant ad copy. Each keyword should closely relate to the central theme of the ad group, which ensures that your ads are directly aligned with the search intent of users. By keeping the number of keywords manageable, you can ensure that your ads are highly targeted and more likely to achieve higher click-through rates (CTR) and conversion rates.

Moreover, with a focused set of keywords, you can more effectively monitor and optimize your campaigns. Fewer keywords mean you can more easily track performance metrics and make data-driven decisions on which keywords to keep, adjust, or remove. This approach not only improves the efficiency of your campaigns but also enhances the overall quality of your ads. Quality is a significant factor in Google’s ad ranking algorithms, meaning that more relevant and tightly-focused keywords can lead to better ad placements and lower costs per click (CPC).

What Happens if You Use Too Many Keywords in an Ad Group?

Overloading an ad group with too many keywords can negatively impact the performance of your Google Ads campaign. When you include a large number of keywords in a single ad group, it becomes difficult to create ads that are highly relevant to each keyword. This lack of relevance can lead to lower Quality Scores, which in turn increases your CPC and decreases your ad rankings. Additionally, ads that are not closely aligned with the user’s search intent are less likely to engage potential customers, resulting in lower CTRs and conversion rates.

Another significant issue with using too many keywords is that it can lead to budget inefficiencies. A broad set of keywords might cause your ads to be shown for queries that are not closely related to your business, leading to clicks that do not convert. This can quickly drain your advertising budget without providing the desired return. Instead of casting a wide net, it’s more effective to focus on a smaller, carefully selected group of keywords that align closely with your campaign goals. This targeted approach helps ensure that your ads reach users who are genuinely interested in your products or services, maximizing your ad spend efficiency.

What Is the Maximum Number of Keywords Allowed in Google Ads?

Google Ads allows a maximum of 20,000 keywords per campaign and up to 5 million keywords per account. This extensive capacity is designed to accommodate the needs of large advertisers managing multiple campaigns across various markets and product lines. However, for most small and medium-sized businesses (SMBs), attempting to fill this quota can be overwhelming and counterproductive. The sheer volume of keywords can make it difficult to maintain the relevance and quality needed to achieve high-performance metrics in your campaigns.

Rather than aiming to maximize the number of keywords, focus on selecting those that are most relevant to your campaign objectives. The goal is to create tightly-knit ad groups where each keyword serves a specific purpose and contributes to a coherent advertising strategy. This approach not only simplifies the management of your campaigns but also improves the effectiveness of your ads. High relevance leads to better Quality Scores, lower CPCs, and improved ad rankings, all of which contribute to a more successful and cost-efficient campaign.

How Do You Choose the Right Number of Keywords for Your Ad Group?

Choosing the right number of keywords for your ad group starts with a clear understanding of your campaign goals and the specific audience you’re targeting. Begin by identifying the key themes or products that each ad group will focus on. The keywords you choose should directly relate to these themes and reflect the search intent of your target audience. For example, if you’re running a campaign for a seasonal product, your keywords should include terms that are relevant to the specific time of year and the unique needs of your customers during that season.

Once you’ve identified potential keywords, it’s essential to analyze their performance potential using tools like Google’s Keyword Planner. Look for a balance between search volume and competition, aiming for keywords that are likely to generate traffic but are not overly competitive. Keep your list focused and relevant. Typically, a well-structured ad group will have between 15-20 keywords that are tightly aligned with your campaign’s objectives. This approach allows you to create more targeted ads, improve CTR, and ultimately achieve better ROI. Regularly review and refine your keyword list based on performance data to ensure that your ad groups remain effective and relevant.

What Are the Best Practices for Keyword Selection in Google Ads?

Effective keyword selection is the foundation of a successful Google Ads campaign. One of the best practices is to start with comprehensive keyword research using tools like Google Keyword Planner, SEMrush, and Ahrefs. These tools help you identify keywords that have the right balance of search volume, competition, and relevance to your business. Aim to include a mix of broad, phrase, and exact match types in your keyword list to capture a wide range of search queries. Broad match keywords help you reach a larger audience, while phrase and exact match keywords ensure that your ads are shown to users with more specific search intents.

Another crucial best practice is to regularly update your list of negative keywords. Negative keywords prevent your ads from being shown for irrelevant searches, which helps improve your ad relevance and reduces wasted ad spend. Additionally, organizing your keywords into tightly themed ad groups is essential for maintaining high relevance. Each ad group should contain keywords that are closely related, allowing you to create ads that directly address the search intent of your audience. Finally, continually monitor and adjust your keyword performance. Regular analysis of CTR, conversion rates, and Quality Scores will help you refine your keyword strategy over time, ensuring that your campaigns remain competitive and effective.

How Has Keyword Usage in Google Ads Changed in Recent Years?

Keyword usage in Google Ads has evolved significantly with the introduction of advanced machine learning algorithms and AI-driven ad technologies. In the past, advertisers often focused on quantity, trying to capture as many search queries as possible with a broad set of keywords. However, Google’s shift towards prioritizing ad relevance and user experience has changed this approach. Today, the emphasis is on quality over quantity, with campaigns that use a focused set of highly relevant keywords often outperforming those with large, unfocused lists.

Moreover, Google’s AI capabilities have led to the development of new ad formats like responsive search ads, which automatically adjust to match user queries more precisely. These advancements mean that advertisers can now achieve better results with fewer, more targeted keywords. The rise of automated bidding strategies and smart campaigns also reflects this shift, as these tools rely on data-driven insights to optimize keyword usage and ad placements in real time. As a result, modern Google Ads campaigns are more about strategic keyword selection and less about trying to cover every possible variation of a search term.

What Are the Disadvantages of Using Too Few or Too Many Keywords?

Using too few keywords in your ad groups can severely limit your campaign’s reach and effectiveness. With a minimal number of keywords, your ads may not appear for a significant portion of relevant search queries, which means you could miss out on valuable traffic and potential conversions. This approach can also make your campaign overly dependent on a small set of search terms, increasing the risk that changes in search trends or user behavior could drastically impact your performance. The result is a campaign that may struggle to achieve its full potential due to underutilization of available search opportunities.

Conversely, using too many keywords can dilute your ad relevance and lead to inefficiencies in your campaign. A large, unfocused list of keywords makes it difficult to create ads that are highly relevant to each search term, which can lower your Quality Scores and increase your CPC. This scattershot approach can also result in your ads being shown for irrelevant searches, wasting your budget on clicks that are unlikely to convert. The key disadvantage of both extremes is the reduced effectiveness of your campaign, either by missing out on opportunities or by spreading your efforts too thin. Striking the right balance in keyword quantity is essential for maintaining both the efficiency and effectiveness of your Google Ads campaigns.

Optimize Your Keyword Strategy in Google Ads with Adsby

Adsby empowers you to manage your Google Ads campaigns efficiently. With its automatic keyword suggestions and performance analysis tools, you can continuously optimize your campaigns, minimize unnecessary spending, and strengthen your advertising strategy. Adsby helps you select the most relevant keywords and use your budget effectively to enhance the impact of your campaigns.

This tool guides you through every step, from keyword selection to budget management, ensuring your Google Ads campaigns are more targeted and effective. With Adsby, you can monitor and optimize your campaigns in real-time, leading to higher conversion rates and better ROI.

Strategies for Keyword Optimization

How to Select the Right Keywords for Your Campaign

Choosing the right keywords for your Google Ads campaign is crucial for its success. Start by identifying the terms your potential customers use when searching for your products or services. Focus on keywords that closely match your offering, as these will drive the most relevant traffic to your site. Utilize Google’s Keyword Planner to gauge search volumes and competition levels, ensuring you select keywords that balance visibility and attainability. Aim for a mix of broad and specific keywords to capture a wide range of search intents.

Tools and Techniques for Effective Keyword Research

Effective keyword research hinges on using the right tools and techniques. Google’s Keyword Planner is a fundamental resource, offering insights into search trends and keyword suggestions. Additionally, consider using tools like SEMrush or Ahrefs to analyze your competitors’ keyword strategies. You can also get quick results in keyword research by using free tools.

These platforms provide valuable data on which keywords are driving traffic to your competitors’ sites, allowing you to adjust your strategy accordingly. Regularly update your keyword list, adding new terms and phasing out underperforming ones, to keep your campaign fresh and competitive.