How Many Keywords Per Ad Group in Google Ads?

October 13, 2023

In this blog, we will walk you through the steps of Google Ads keyword research, from defining your goals to choosing the right match types. We will also discuss how to do keyword research with the best tools available at your disposal. By the end of this guide, you will know how to find the right keywords for your Google Ads campaigns and improve your chances of success.

How Many Keywords Do You Need For Google Ads?

The number of keywords you need for Google Ads can vary significantly depending on your specific advertising goals, budget, and industry. Although there isn’t a universally applicable answer to this question, the following factors can help you choose the right number of keywords for your Google Ads campaigns:

The search volume of your keywords: You want to choose keywords that have a high search volume so that you can reach a large number of potential customers.
The competition for your keywords: You want to choose keywords that are not too competitive so that you can get your ads seen.
Your budget: The more keywords you have, the more you will spend on your Google Ads campaigns.
The relevancy of the chosen keywords: You want to focus on keywords that are highly relevant to your products or services. Start with a core set of keywords that directly relate to what you offer.

If you are not sure how many keywords you need for Google Ads, it is a good idea to start with a small number and then gradually add more keywords as you see how your campaigns perform. You can also use Google’s Keyword Planner tool to help you determine the right number of keywords for your campaigns.

It’s also essential to strike a balance between relevance, budget, and campaign structure to achieve your advertising goals successfully. You also must regularly review and adjust your keyword selection based on performance data to optimize your campaigns over time.

How Many Keywords Should Be Per Ad Group In Google Ads:

A good rule of thumb is to use no more than 20 keywords per ad group. This will help you to keep your ad groups focused and relevant, and it will also make it easier to track your results.

Of course, there are situations in which having more than 20 keywords in an ad group makes sense. For example, if you are running a large campaign with a lot of different products or services, you may need to have more keywords per ad group in order to cover all of your bases. However, in general, it is best to keep the number of keywords per ad group to a manageable level.

If you’re unsure of the ideal number of keywords for each ad group, it’s a good idea to start with 10–20 and then make adjustments as necessary. You can also use Google’s Keyword Planner tool to help you determine the right number of keywords for your campaigns.

There are reasons why including about 20 keywords is considered ideal in a Google Ads campaign. Some of them are explained below.

It can help you to improve your ad relevance. Your ads are more likely to be seen by people who are really interested in what you have to offer when you use fewer keywords per ad group. This could result in higher click-through rates (CTRs) and lower costs per click (CPCs).
It can help you improve your ad performance. It is simpler to track each keyword’s performance and make necessary adjustments when there are fewer keywords in each ad group. This can also help you to get the most out of your Google Ads budget.
It can help you to keep your campaigns organized and manageable. It can be challenging to keep track of which keywords are performing well and which ones require adjustment when you have several keywords per ad group. This could contribute to wasted time, money, and resources.

What Is The Maximum Number Of Keywords In An Ad Group?

The maximum number of keywords in an ad group in Google Ads is 20,000. However, it is advised to limit the number of keywords per ad group to 15-20. This is because it can be challenging to manage and track the success of each keyword if there are too many in an ad group. It can also result in lower click-through rates (CTRs) and higher costs per click (CPCs).

If you observe that you have a substantial number of related keywords that you’d like to include in your campaign, consider creating multiple ad groups with each ad group centered around a specific keyword theme or search intent. This approach allows you to maintain better control and relevance in your advertising efforts. Finally, to make sure your campaigns are in line with your objectives and performance metrics, monitor and optimize them regularly.

If you’re confused as to how to group keywords effectively to maximize your Google Ads campaigns, here are some additional tips for grouping keywords:

Group keywords by theme: This will help you to create more relevant and targeted ads.
Group keywords by intent: This will show your ads to people who are more likely to be interested in what you have to offer.
Group keywords by match type: This will help with controlling how your ads are shown.
Monitor your keyword performance and make adjustments as needed: This way, you can ensure that your ad groups are performing as well as possible.

How To Organize Your Keyword Lists In An Ad Group?

There are a few different ways to organize your keyword lists in an ad group. The best way for you will depend on your specific business and goals. Here are a few common methods:

1. Group Keywords By Theme:

Organizing keywords by theme is an extremely productive strategy, particularly beneficial when managing a diverse range of products or services. Consider a scenario where you’re marketing a wide range of shoes. By applying this strategy, you can create distinct ad groups that align with specific product categories. For instance, you can establish separate ad groups just for dress shoes, hiking shoes, and running shoes. This extensive categorization guarantees that your ads are carefully customized to fit the unique features and search intent of each product type, optimizing ad relevance and enhancing the general popularity of your Google Ads campaigns.

2. Group Keywords By Intent:

Your Google Ads campaigns can be much more effective by strategically grouping keywords by user intent, ensuring that your ads are seen by those who are more likely to be interested in what you have to offer. Imagine you’re in the insurance business. In this situation, organizing your campaigns based on their intended usage requires creating unique ad groups catered to various user needs. For instance, you can establish separate ad groups for people actively looking for car insurance, those looking for home insurance, and those looking for life insurance. This approach provides greater precision in aligning your ad messaging with the specific needs and intentions of your target audience, ultimately driving more relevant clicks and conversions.

3. Group Keywords By Match Type:

Organizing keywords by match type gives you precise control over when and how users experience your ads, thereby maximizing the relevancy of your Google Ads strategy. Let’s consider a scenario where you’re advertising various types of shoes. By classifying keywords into different match types, you can tailor your ad visibility. For example, using a broad match type on the keyword “shoes” will guarantee that your ads show up for a variety of shoe-related searches. On the other hand, if you simply want to target users looking for “running shoes,” the exact match type guarantees that your ads will only be displayed when the exact query matches. This meticulous match type management allows you to fine-tune ad delivery, matching user intent precisely.

4. Group Keywords By Ad Group Performance:

An efficient way to track and optimize your Google Ads campaigns is to strategically arrange keywords based on ad group performance. Imagine you have multiple keywords in your campaign, and some are outperforming others. In this case, you can designate ad groups specifically for those best-performing keywords. By doing so, you gain specific insights into the individual performance of each keyword, allowing you to focus your resources on optimizing the ones delivering the most traffic and conversions. This strategic segmentation encourages you to allocate budgets more efficiently, polish ad copy and bids, and ultimately improve the ROI of your advertising efforts.

No matter which method you choose, it is important to keep your keyword lists organized and manageable. This will help you to improve your ad relevance and performance.

Here are some additional tips for organizing your keyword lists in an ad group:

Use clear and concise names for your ad groups.
Use negative keywords to prevent your ads from showing for irrelevant searches.
Ensure that the landing page you link to in each ad group is relevant to the keywords and ad copy.
Don’t be afraid to test different ad copy, landing pages, and keyword variations within your ad groups.
Monitor your keyword performance and make adjustments as needed.
As your campaigns mature and you gather more data, consider expanding your keyword lists, creating new ad groups, or targeting different audiences while maintaining the same organizational principles.

How To Use Google Keyword Planner?

Google Keyword Planner is a free tool that helps you find the right keywords for your Google Ads campaigns. It can help you with finding new keywords to target, estimating the search volume and competition for keywords, creating keyword lists, and getting ideas for ad copy to get better at ad copywriting

Here’s a step-by-step guide on how to use Google Keyword Planner effectively:

1. Sign In/Create A Google Ads Account:

Sign in to your Google Ads account. If you don’t have one, you’ll need to create an account. After logging in, click on “Tools & Settings” from the top menu, then select “Planning” and go into “Keyword Planner” from the list of options.

2. Choose Your Goal:

The two main options in Google Keyword Planner are “Find new keywords” and “Get search volume and forecasts.” Select the option that aligns with your research objectives.

How These Generative AI Ad Tools Can Help Your Digital Marketing Agency:

3. Enter Your Keywords:

If you selected “Find new keywords,” add one or more seed keywords associated with your business or market. These are words or phrases that describe what you offer.

4. Refine Your Targeting:

You can further narrow down your targeting by specifying locations, languages, search networks (e.g., Google Search, YouTube), and date ranges.

5. Get Keyword Ideas:

Click “Get Started” or “Get Results” to generate keyword ideas. In addition to providing a list of relevant keywords, Google also provides important metrics like the number of searches each month and the level of competition.

6. Review Keyword Data:

Analyze the keyword list and its metrics. Pay attention to search volume, competition (low, medium, high), and other relevant details.

7. Filter & Sort Keywords:

You can filter and sort the keyword list based on various criteria to identify the most relevant and valuable keywords for your campaign.

8. Add Keywords To Your Plan:

When you’ve decided which keywords to employ in your Google Ads campaigns, tick the boxes next to them and click “Add to Plan.” This will include them in a plan that you can examine and save at a later time.

9. Get Forecasts:

If you want to estimate traffic and costs for your selected keywords, click “Review plan” in the “Plan Overview” section. Here, you can change your budget and bids to see how your campaigns can be impacted.

10. Save Or Download Your Plan:

If you’re satisfied with the keywords and forecasts, you can save your plan within Google Ads or download it for reference.

11. Implement Keywords In Your Campaigns:

To establish or improve your Google Ads campaigns, use the Google Keyword Planner’s insights and keyword suggestions. Incorporate selected keywords into your ad groups, ad copy, and landing pages.

12. Learn About Match Types:

To get the most out of Google Keyword Planner, it is important to understand the different types of match types. Match types determine how your keywords are interpreted and how your ads are shown. There are five main match types:

Keywords match types are the tuning knobs of your advertising strategy. They allow you to fine-tune how your ads are triggered, ensuring precision in reaching your target audience.

How Many Keywords Per Ad Group in Google Ads? Google Ads Keywords Research Guide

Broad match: This is the default match type. Your ads will show for searches that include your keyword, as well as searches that are similar to your keyword.
Phrase match: Your ads will show for searches that include your keyword phrase, in the same order.
Exact match: Your ads will only show for searches that include your keyword phrase, in the exact order.
Negative match: Your ads will not show for searches that include your negative keyword.
Phrase match modifier: Your ads will show for searches that include your keyword phrase, but the order of the words can vary.

By understanding the different match types, you can choose the right match type for your keywords and improve the performance of your Google Ads campaigns.

Finally, while using Google Keyword Planner, remember to do the following at any cost:

Use a variety of keyword research tools to get the most comprehensive results.
Consider your target audience when choosing keywords.
Keep an eye on your competition’s keywords.
Monitor your keyword performance and make adjustments as needed.

How To Do Keyword Research For Google Ads Or PPC?

Keyword research is an essential part of any successful PPC campaign, as it helps you to reach the right people with the right message at the right time. Following are the steps to do keyword research for Google Ads and PPC:

1. Use Google Keyword Planner:

To utilize Google Keyword Planner for effective keyword research in Google Ads or PPC campaigns, follow these steps. First, go to the Google Ads site and access the tool. Next, type your website’s URL or keywords relating to your products or services. Keyword Planner will then generate keyword ideas, search volume data, and competition levels. Analyze these metrics to identify relevant, high-traffic keywords with manageable competition. Group keywords into ad groups to organize your campaign. Last but not least, establish bids and budgets based on your research, making sure to balance cost and possible ROI. Review and edit your keyword list frequently to improve the effectiveness of your advertising campaign.

2. Analyze Competitor Keywords (Use Spyfu or SEMRUSH):

To conduct competitive keyword research for Google Ads or PPC using tools like Spyfu or SEMrush, begin by entering your competitors’ domains. These platforms will reveal their top-performing keywords, ad copies, and estimated ad budgets. Analyze this data to identify keywords with high search volume and click-through rates. Look for gaps in their strategies to find lucrative opportunities. Assess keyword difficulty and competition levels to prioritize keywords for your campaign. Additionally, research ad copy to create messages that are captivating, and utilize this competitive knowledge to improve your PPC strategy, outperform competitors and increase the effectiveness of all of your advertising to increase traffic and conversions.

3. Use Search Term Report To Find New Keywords:

A useful strategy for researching keywords for Google Ads or PPC is to make use of the Search Term Report. Start by accessing your campaign’s search term data within the advertising platform. Analyze the list of actual search queries that triggered your ads. Find beneficial, relevant search terms that aren’t already included in your keyword list. These insights can uncover new keywords and search trends. To determine their efficacy, analyze performance measures like click-through rates and conversions. Include these insights in your keyword strategy to broaden your audience and more accurately target prospective buyers, optimizing your PPC campaign for better outcomes.

4. Choose The Appropriate Keyword Match Types:

For Google Ads or PPC campaigns, choosing the right keyword match types is essential for efficient keyword research. Start by being familiar with the differences between exact, phrase, broad match modified, and broad match match types. Exact match targets specific queries, ensuring precise relevancy but potentially limiting reach. By matching queries with your keywords in a precise order, phrase match strikes a balance between specificity and reach. Broad match modified has some control but offers flexibility and reach. Broad match maximizes visibility but may generate less relevant clicks. Match types should be customized based on the objectives of the campaign, the available resources, and the level of precision that is desired. By combining these factors, you can achieve the best possible campaign performance.

5. Group Your Keywords Properly:

Effectively grouping keywords is essential in Google Ads or PPC keyword research. Start by organizing keywords thematically, and creating ad groups around related terms. This makes sure that the landing pages and ad copy match the objective of the keywords. To keep each group relevant, make use of the match types within it. Group high-converting keywords separately to allocate budgets wisely. Continually assess these groups’ performance and make necessary adjustments. For even more accuracy, use negative keywords and ad extensions. Proper grouping streamlines campaign management, improves Quality Scores, and enhances ad relevancy. In the cutthroat market for digital advertising, this smart strategy increases click-through rates, reduces wasteful spending, and increases overall campaign success.

Grouping your keywords properly is like organizing your toolkit for maximum efficiency. It ensures your ad campaigns are finely tuned and ready to perform.

Which Is The Best Tool For Google Ads Keyword Research?

Choosing the best tool for Google Ads keyword research depends on your specific needs and budget. Here’s an overview of some popular options:

1. Google Keyword Planner:

One of the best options for keyword research is Google’s own tool. It offers information on keyword search volume, level of competition, and suggested bid amounts. It’s an essential resource for marketers who want to find keywords that fit their goals and budgets. It also provides historical data and trends, giving it a comprehensive solution.

2. Google Search Terms Report:

This in-house feature within Google Ads allows advertisers to see the actual search queries that triggered their ads. It’s a valuable tool for finding new keywords and adjusting campaigns to better fit user intent.

3. Keyword Tool:

This is an external tool that offers keyword suggestions based on Google’s autocomplete feature. It’s user-friendly and provides keyword ideas for Google Ads, YouTube, and other platforms. Although it lacks the depth of Google’s tools, it is a quick and convenient method for coming up with keyword suggestions.

4. WordStream Free Keyword Tool:

WordStream offers a free keyword tool that provides keyword suggestions and metrics. It’s especially useful for small businesses and advertisers on a tight budget. It streamlines the keyword research process and offers valuable PPC campaign insights.

5. SpyFu:

SpyFu is a strong competitor analysis tool that helps advertisers uncover their competitors’ keywords, ad copies, and ad spending. It’s great for acquiring a competitive edge in PPC advertising by revealing the successful tactics of other industry competitors. It can be particularly valuable for businesses looking to understand and outperform their rivals in the digital advertising space.

Conclusion:

By understanding the search terms that your target audience uses, you can create highly relevant and engaging ads, resulting in more conversions and traffic. Fortunately, you now have the entire blog to keyword research at your disposal, from a step-by-step guide to how it works to the tools you can use to make it possible. Just remember to continually refine and expand your keyword list, monitor performance metrics, stay updated with industry trends, and it will lead to improved ad performance and business success. With diligent keyword research and strategic implementation, you can create highly effective ad campaigns that not only drive traffic but also generate meaningful conversions among your audience.

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How Many Keywords Per Ad Group in Google Ads? Google Ads Keywords Research Guide