Google Ads Made Simple: How to Build Keyword Lists That Drive Real Results

When Setting Up Your Keyword List; How Many Keywords Should Be in an Ad Group?

A good rule of thumb is to include between 5 to 15 keywords per ad group. However, this is not a strict limit—some ad groups may perform well with just one or two keywords, while others might be fine with a bit more.

The key factor to consider is search intent. One thing you can do is ask yourself: Would the same person be searching for all these keywords? If the answer is yes, they can be grouped together. If not, they should be placed in separate ad groups.

For example, let’s consider keywords related to headphones:

• "Bluetooth headphones" and "wireless headphones" could be in the same ad group since they cater to a similar intent.

• "Noise-canceling headphones," however, may belong in a separate ad group because the user intent is slightly different, focusing on a specific feature rather than just wireless connectivity.

A good approach is to start with a consolidated structure and expand as you analyze actual search behavior. This method allows you to optimize based on performance rather than assumptions.

Should You Mix Keyword Match Types in an Ad Group?

The strategy around match types has evolved over time, and there are a few important considerations.

1. Avoid Duplicating Keywords Across Match Types

   • If you have a keyword in Phrase Match, you don’t necessarily need the same keyword in Exact Match. Instead, choose one—either Exact or Phrase—based on your strategy.

2. Understanding How Match Types Interact

   • Broader match types, like Broad Match, tend to capture a wide range of search queries.

   • Exact Match, on the other hand, is more restrictive but can lead to higher relevance and conversion rates.

3. For instance, if you have "Bluetooth headphones" in Broad Match and "wireless headphones" in Exact Match, a search for "Best Wireless Headphones" might match with the Broad Match term instead of the Exact Match term, which can make it challenging to control ad spend.

4. Budget Considerations

   • If Exact Match and Broad Match keywords are placed within the same campaign, Broad Match keywords will likely consume a larger portion of the budget since they match more queries.

   • This can result in your Exact Match keywords not receiving enough traffic, even if they have higher potential conversion rates.

Current Best Practices for Keyword Structure

Over time, Phrase Match has become less useful in many cases. Previously, it was seen as the perfect middle ground, but now it often lacks effectiveness. As a result, a more simplified approach is emerging:

• Use either Broad Match or Exact Match, but not both for the same keyword.

• Keep Exact Match and Broad Match in separate campaigns to ensure that Exact Match keywords have the opportunity to perform without being overshadowed by Broad Match keywords.

• For small businesses, start with 3 to 15 Exact Match keywords in one or two campaigns and then refine based on performance.

• For larger budgets (businesses spending six to seven figures monthly), starting with Broad Match and letting Smart Bidding optimize performance can be a more effective approach.

Some Final Thoughts

Structuring your keyword lists properly is crucial for running efficient Google Search campaigns. By focusing on search intent, avoiding unnecessary keyword duplication, and structuring campaigns based on match type and budget, you can create a well-optimized setup that drives better performance.

Start simple, analyze performance data, and adjust accordingly to maximize results! If you don't know where to start book a free call with me and I can help you get started on the right track.