Mike Mancini with ppcvideotraining.com.
Today, we are continuing our AdWords optimization course.
Week #1, day #4.
We are talking about the number of keywords
you should have in your ad groups, stay tuned.
- What is the maximum number of keywords you should have
in any particular ad group in your AdWords campaign?
Depending on where you look and who you ask,
you will get a number of different answers
to this particular question.
I've heard as high as 50 keywords in an ad group,
and I've heard as low as three keywords maximum
in any ad group.
So, there really is no specific, correct answer.
But why would there be a maximum number
of keywords in an ad group?
Why not just throw all the keywords for your campaign
in there and just run it like that?
The reason is,
we are so limited with our AdWords campaign ads,
based on content,
that we could not craft effective ads
that would encompass more than about 15 or 20 keywords.
Why is that?
Because in this particular ad group,
this ad group is for auto mechanic workshop.
Out of these 16 keywords,
you can see mechanic is in each and every one of them.
Or a version of the word mechanic.
Auto mechanic shop, find a mechanic,
auto mechanic near me, and so on and so forth.
We're not talking about brake repair.
We're not talking about oil changes.
We're not talking about transmission work.
This ad group is specifically built
around the key word mechanic.
If that key word does not have mechanic in it,
it is not in this ad group.
Why is that?
Then we can more effectively craft an awesome ad
that talks specifically only about mechanics
or a mechanic shop, and present that ad to people
who are typing in these specific keywords.
If they're talking about finding an auto mechanic near me,
our ad might say something specific like,
"Are you looking for an auto mechanic near you?"
And that ad is tailored to somebody looking
for something specific like that.
We're not trying to fit everything
in our ad that talks about,
"Come here for transmission and oil changes,
"tire rotations, tuneups, so on and so forth."
Because we just don't have that much room.
We only have 30 characters
in the first part of the headline,
30 characters in the second part,
and 80 characters in the third.
We can only fit so much in an AdWords ad.
So, you wanna keep these keyword groups,
pretty tightly knit together.
You don't see anything about transmissions in here.
You don't see anything about brakes or oil changes.
What's a maximum number of keywords
you should have in an ad group?
In our agency,
we try to keep the maximum number
of keywords per ad group to about 20.
Is everything thrown off if there's 21, or 22, or 23?
Absolutely not.
But with that said,
if it starts to get more than that,
even if they're pretty tightly knit,
we will probably separate them out
into two different ad groups just because
it makes it easier to manage.
You will hear people also talk
about single keyword ad groups.
Meaning they will take a keyword like auto mechanic
and they will put that in it's own ad group,
just titled auto mechanic.
Then they will put three versions of that keyword,
an exact match, a phrase match, and a modified broad match.
And they will have a single keyword ad group
for every single keyword in their campaign.
One thing that we have found,
is when we have a keyword that is operating extremely well,
we will usually take it out and put it in it's own SKAG,
or single keyword ad group, and run it like that.
But until we hit specific goals with our key words,
we typically don't do that,
but that's just a personal preference.
So, what did we learn?
Try to keep the number of keywords in your ad groups
to a manageable level.
Try to keep all those keywords very tightly knit,
around one specific topic,
so that when you are ready to craft your ads,
you can craft an effective and very targeted advertisement
to someone who may be doing a search
for what you have to offer.
Alright, hope that helps.
We'll see you next time.
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