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Q&A: How Many Keywords Should I Have Per Ad Group?

This is a universal question for any search campaign. SKAGs can be very popular for ensured QS, while others swear by the method of “farming” out top performers from semi-large ad groups. Typically, most account managers strive to keep fewer than 20 keywords per ad group. Although it’s entirely up to you and the structure of your account, the primary concern is relevance. If you have 45 keywords in an ad group, how well is the ad copy speaking to each and every term? Although keyword level URLs assist in landing page relevance, it’s imperative to consider how relevant your creative is, for both quality score and user experience. This should provide a clear guiding hand to your keyword distribution.

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