How Many Keywords Should You Use in Google Ads?

When it comes to Google Ads, the number of keywords you should use can greatly influence the success of your campaigns. Striking the right balance between having too few and too many keywords is crucial. Here's a comprehensive guide to understanding the optimal number of keywords for your Google Ads campaigns, how to select them effectively, and how to use them to maximize your ad performance.

Understanding the Basics

Google Ads operates on a bidding system where you pay for ad placement based on keywords. Each keyword you select triggers your ad when users search for terms related to those keywords. The number of keywords you use in your campaigns can affect everything from ad relevance to click-through rates (CTR) and overall cost-per-click (CPC).

1. The Optimal Number of Keywords

There is no one-size-fits-all answer to how many keywords you should use. However, best practices suggest a balance between quantity and quality:

• For Small Campaigns: If you’re running a small, highly targeted campaign, focusing on 10 to 20 highly relevant keywords might be ideal. This allows for more precise targeting and optimization.

• For Larger Campaigns: In larger campaigns with a broader scope, you might use 50 to 100 keywords. This range helps cover various aspects of your target audience’s search behavior while still allowing for effective management and optimization.

2. Quality Over Quantity

It's more important to prioritize the quality of your keywords over sheer numbers. High-quality keywords are those that are highly relevant to your product or service, have a clear intent, and are likely to attract users who are ready to convert. Here’s how to ensure the quality of your keywords:

• Relevance: Ensure that the keywords match the intent of your target audience. For example, if you’re selling running shoes, keywords like “buy running shoes” or “best running shoes for marathons” are more relevant than “shoes.”

• Search Intent: Consider the different stages of the buyer’s journey. Use keywords that address the needs of users at various stages, from informational queries to purchase intent.

• Long-Tail Keywords: Incorporate long-tail keywords, which are longer and more specific phrases. These often have lower competition and higher conversion rates.

3. Keyword Research and Selection

Effective keyword research is critical. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover keywords related to your industry. Look for:

• Search Volume: Keywords with a reasonable search volume are more likely to drive traffic.

• Competition Level: High-competition keywords might be more expensive, so balance them with low-competition ones.

• Cost Per Click (CPC): Consider the CPC of keywords to manage your budget effectively.

4. Organizing Keywords into Ad Groups

Once you have your keywords, organize them into ad groups. Each ad group should contain a set of related keywords that trigger similar ads. This structure helps in creating more relevant ads and landing pages, which can improve your Quality Score and ad performance.

5. Continuous Optimization

Keyword management doesn’t stop after the initial setup. Regularly review and optimize your keywords based on performance data. This includes:

• Adding New Keywords: Regularly add new keywords based on emerging trends and search behavior.

• Negative Keywords: Use negative keywords to exclude irrelevant searches and prevent wasted spend.

• Performance Analysis: Monitor CTR, conversion rates, and CPC to adjust bids and refine your keyword list.

6. Avoiding Keyword Overload

While having a variety of keywords can be beneficial, overloading your campaign with too many keywords can be counterproductive. It can lead to:

• Diluted Relevance: Ads may become less relevant if they cover too many diverse topics.

• Higher Costs: More keywords can lead to increased competition and higher CPC.

• Management Complexity: A larger keyword list can be harder to manage and optimize effectively.

7. Case Studies and Examples

To illustrate these points, consider the following examples:

• Example 1: A local bakery used 15 highly relevant keywords related to their specific offerings, such as “custom cakes” and “gluten-free cookies.” This focused approach resulted in a 30% increase in local traffic and a 25% increase in conversions.

• Example 2: An online retailer managing a broad range of products used 75 keywords across different categories. They segmented these into well-defined ad groups, leading to improved ad relevance and a 20% reduction in CPC.

Conclusion

The number of keywords you use in Google Ads is not just a matter of quantity but of strategic relevance. Aim for a balanced approach, focusing on high-quality, relevant keywords while managing the volume to avoid complexity. Regular optimization and smart keyword management will help you achieve better ad performance and maximize your return on investment.