How many keywords per AdGroup?

The number of keywords per adgroup? This is often I question I get asked by clients, or people I’m helping teach AdWords to for the first time. Google has a hard limit of 2,000 keywords per adgroup. However, from my experience I think that number can be quite high. The major reason is I find a lot of clients are starting to look more at niche targeting for their advertising needs. Let me explain….

If you are finding that the majority of your customers are from the major cities along the West & East Coast. Then why would you advertise to all of North American? You wouldn’t. The ability of niche targeting means that you can create more effective ads that target these qualified people. If a certain product (or colour of your product) is doing better in one part of North American then another. You would be better off doing some niche ads that advertise that one key product.

I find when you start to do niche targeting. You start to use less keywords per adgroup. I’ve found that 10 – 20 keywords per adgroup is the best number. The last few campaigns I targetted just major cities for a client and it worked out better then I could have hopped for. A side benefit is you are not wasting money on ads targeting people who are not as interested in your product. Again, I can’t stress this enought. If the majority of your customers are coming form a certain area, spend most of your resoucres there then on trying to be everything to everyone.

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