Every day, about 8.5 million Google searches are conducted globally. Each one results in Google taking the keywords people search for and matching them organically with links to websites as well as paid ads that can deliver proven results to companies that invest in Google Ads.
Your company should consider using Google Ads to market products and services. By taking advantage of this best-in-class online advertising platform, you can get your business in front of millions of potential consumers.
However, before using this marketing plan, you will need to answer the question, “How many keywords should I use for Google Ads?” You’re right to wonder this since the number of keywords you utilize for Google Ads can impact campaigns greatly.
Learn about the factors that go into coming up with the right answer below.
How many keywords should be in Google Ads?
If you were to ask ten digital marketing experts how many keywords to include in Google Ads, you might get ten different answers. Differing opinions exist on this issue.
We’ve found using somewhere between five to 10 keywords per ad group is best for Google Ads campaigns. We also suggest companies work to build robust Google Ads ad group structures to ensure similar keywords are grouped together.
Why do keywords matter so much when using Google Ads?
Selecting the right keywords for a Google Ads campaign can make or break it. These keywords can transform your campaign into a huge success by enabling you to target a specific audience with relevant ads — or they can leave you wondering why your campaign wasn’t more successful.
Since about 15% of all Google searches are unique and haven’t ever been searched before, you won’t be able to target all of the specific ways someone might search for your products or services. Even though targeting every single search term is impossible, though, Google’s different keyword match types can help you get the job done. Broad matches, in particular, work well for companies using Google Ads.
Another thing to remember when it comes to the importance of keywords is that different Google Ads campaign types warrant using different keywords. You won’t always want to use the same keywords for, say, a Search Ad campaign versus a Video Ad campaign.
Search Ad campaigns will run on Google.com and rely on the keywords you’ve chosen to match your company’s ads with people’s searches. Video Ad campaigns will run elsewhere, such as on Google Display Network sites, next to relevant content that could call for a completely separate set of keywords to match your ads.
Why should I avoid using too many keywords for Google Ads?
Accurately predicting the search intent of people who are a part of your company’s target audience can be tricky. It can present such a challenge that some companies’ answer to the question ”How many keywords should I use for Google Ads?” appears to be “all of them.”
In theory, this might not sound like the worst idea. Wouldn’t having too many keywords be better than having only a handful and missing out on important ones?
Not at all. If you end up with a gigantic list of keywords for a campaign, there is little chance of them earning acceptable quality scores. Each keyword you choose for a Google Ads campaign will have a quality score based on key factors, including:
- Expected clickthrough rate
- Ad relevance
- Landing page experience
Generally speaking, using 50 keywords with high-quality scores is better than having 500 low-quality ones. Having 500 keywords may also make some ineligible for Google Ads since they might not have a certain search volume within a given timeframe. Long-tail keywords often fall into this category. While these low-search-volume keywords won’t actively hurt your account, they will not be eligible to serve ads, and thus represent wasted effort on the part of whomever set up the campaigns.
For these reasons, it’s best to limit the number of keywords you use for Google Ads campaigns. Focus on those keywords with high search volumes and excellent quality scores.
How can I steer clear of competing with myself while using Google Ads?
Google’s algorithms are becoming more advanced every day when it comes to determining search intent. If, for example, someone is trying to find a new bed to buy for their dog, they can search for “dog bed” or “doggie bed” and receive the same search results.
With this in mind, avoid using too many keywords that could have you competing against yourself when bidding on Google Ads. Putting similar keywords into your campaigns, such as “dog bed” and “doggie bed,” could result in cannibalization as these terms try to outbid one another.
How do I start building a keyword list for Google Ads?
Building a strong keyword list for a Google Ads campaign is one of the most important steps to set yourself up for success online. Here is a quick guide to help put this list together.
1. Use the right tools to find keywords for your list
Secure the proper tools to build a keyword list for a Google Ads campaign. Google’s Keyword Planner is one great option that can help you generate keyword ideas.
2. Determine search intent for keywords
Once you have a running list of keywords, look at each one and ask, “What is this searcher looking to accomplish with a search using this keyword?”
If one of the keywords is something like “dog bed sizes,” you can safely assume this searcher is using this term because they’re ready to buy a dog bed. If, however, someone searches “best dog beds,” it may suggest they’re still considering whether or not they want to buy a dog bed in the first place.
3. Come up with additional terms people might use when conducting searches
After you have a list of strong keywords, think about which additional words people might attach to them when they’re interested in making a purchase. If “dog bed” is one of the keywords, some words that might go with it could include:
- “dog bed cost”
- “dog bed near me”
- “dog bed shipping”
4. Separate keywords into different ad groups
Breaking down your keywords for Google Ads campaigns into different ad groups is always the way to go. Each group should contain options that share the same keyword relevance.
One group might include the “dog bed” terms we just mentioned. Another group might focus more on something like “dog blankets” that could go along with your dog beds.
Each ad group can serve different ad copy to searchers depending on the keywords in that ad group. In this way, breaking down keywords into groups can make each ad group stronger and more relevant.
Use the correct number of keywords for Google Ads campaigns
If you haven’t run many Google Ads campaigns yet, you might not fully understand the importance of selecting the correct number of keywords. Utilize what you’ve discovered here to start searching for keywords for your upcoming campaign.
If you need additional help, you can always rely on the experts to strengthen your campaign. They can deliver more in-depth answers to questions like, “How many keywords should I use for Google Ads?”
FAQs
“How many keywords should I use for Google Ads?” is just one of many questions you might have. Below, you can find answers to similar questions.
How many keywords should be in each ad group?
We recommend that each ad group you create include five to 10 keywords. Continue to divide keywords into different ad groups to create meaningful ad copy for individual Google Ads. If any keywords make you think, “I could come up with a completely different ad for this keyword,” it likely means you can add it to its own ad group.
How will I know if I’m using too many keywords for Google Ads?
You’ll know you’re using too many keywords for Google Ads if you constantly run into daily budget constraints during campaigns. You might have one keyword that’s eating up too much of your budget because of its broadness or a bunch of different keywords with high search volumes. Either way, it’ll suggest you should scale back on how many keywords you’re using.
How will I know if I’m not using enough keywords for Google Ads?
You’ll know you’re not using enough keywords for Google Ads if the money you’ve budgeted for campaigns never seems to run out. You’ll also know if you notice you aren’t running many Google Ads at all. Work on adding higher-quality keywords to get better results.
Is it better to use too many keywords or too few keywords for Google Ads?
It’s better to use too many keywords for Google Ads than too few when answering the question, “How many keywords should I use for Google Ads?” But this is only because it’s easier to cut down a longer list of keywords than to come up with more keywords to beef up a shorter list. However, you shouldn’t proceed until you’ve trimmed a longer list to include just five to 10 keywords per ad group.
