How Many Keywords Should Be in Each Ad Group? A Complete Guide for Effective PPC Campaigns in Milton Keynes
Understanding the Optimal Number of Keywords per Ad Group
Effective pay-per-click (PPC) campaigns rely heavily on well-structured ad groups, and a common question among marketers is: How many keywords should I include in each ad group? The right number varies depending on your goals, industry, and campaign structure. For most local businesses in Milton Keynes, maintaining a focused and organised ad group yields the best results.
Why Keyword Segmentation Matters in PPC Campaigns
Proper keyword segmentation ensures your ads are highly relevant to search queries. When ad groups contain tightly themed keywords, it becomes easier to craft targeted ad copy and optimise bids effectively. This relevance improves click-through rates (CTR) and quality scores, leading to lower costs and better ad placements.
The Benefits of a Well-Structured Keyword List
- Increased ad relevance and quality score
- Better control over bids and budgets
- More accurate performance tracking
- Improved user experience for potential customers
How Many Keywords Are Too Many?
While there’s no hard rule, having too many keywords in a single ad group can dilute relevance. If an ad group includes more than 15–20 keywords, it may become difficult to manage and optimise effectively. Too many keywords can also cause your ads to appear for unrelated search queries, wasting ad spend.
Potential Drawbacks of Overloading Ad Groups
- Decreased ad relevance
- Lower Quality Score
- Higher CPCs
- Difficulty in writing specific ad copy
Recommended Number of Keywords per Ad Group
For most local businesses in Milton Keynes, an ideal range is between 5 and 10 keywords per ad group. This range strikes a balance between targeting specificity and campaign manageability. However, if your keywords are highly similar and share intent, you might include up to 15 keywords without compromising relevance.
Tailoring the Number Based on Different Campaign Types
- Local Service Campaigns: Focus on 3–7 highly specific keywords centered around your services and location.
- Product or Service Campaigns: Group similar products or services, with 5–10 keywords per ad group.
- Brand Campaigns: Usually focus on individual brand keywords, often just 1–3 per ad group.
How to Organise Keywords Effectively in Ad Groups
Proper organisation enhances campaign efficiency and performance. Consider grouping keywords based on themes, search intent, or specific offers. Use a keyword research tool to identify variations and related terms, then cluster similar keywords.
Creating Tight Keyword Themes
Keep keywords within an ad group as narrowly focused as possible. For example, instead of broad terms like “interior design”, use “kitchen interior designer Milton Keynes” and “bathroom renovation specialists MK”. This makes ad copy more relevant.
Using Match Types To Refine Your Audience
Combine exact, phrase, and broad match types judiciously within ad groups. Exact match keywords should be highly specific, while broader matches can be used to explore new search terms. Keep tight control to avoid irrelevant traffic.
Best Practices for Keyword Quantity in Your Campaigns
Maintain clarity and relevance above all. Regularly review your ad groups to remove underperforming keywords or expand the list when new search trends emerge. Use negative keywords to exclude unwanted queries.
Periodic Review and Optimisation
Monitor the performance of your keywords frequently. Pause low-performing keywords and test new terms. Over time, fine-tune your ad groups to optimise ROI.
Utilising Keyword Research Tools
- Google Keyword Planner
- SEMrush
- Ahrefs
- Ubersuggest
Conclusion: Striking the Right Balance
In summary, aim for approximately 5 to 10 keywords per ad group for local marketing campaigns in Milton Keynes. This range ensures relevance, manageability, and optimisation potential. Tailor your approach depending on your specific industry and campaign objectives to maximise your PPC success.
Frequently Asked Questions (FAQs)
- How many keywords should I start with in a new ad group?
Aim for 5–10 highly relevant keywords to keep your ad groups focused and manageable. - Can I have more than 20 keywords in a single ad group?
While possible, it’s generally not recommended as it may reduce ad relevance and campaign efficiency. - Should I use broad match or exact match keywords?
Use a combination; broad match for discovery and exact match for precise targeting. - How often should I review my ad group keywords?
Perform regular reviews at least monthly to refine and optimise your keywords’ performance. - What is the best way to organise keywords for local campaigns?
Cluster keywords based on services, location, and customer intent to create tightly themed ad groups. - What happens if I include unrelated keywords in my ad group?
Your ads may appear for irrelevant searches, wasting budget and lowering campaign effectiveness. - Is it better to have more ad groups with fewer keywords or fewer ad groups with many keywords?
Fewer ad groups with focused keywords generally perform better, providing clearer data and better relevance. - How do negative keywords affect keyword organisation?
Negative keywords filter out unwanted search terms, helping keep your ad groups focused on relevant queries. - Can organisation of keywords vary across different industries?
Yes, industries with broader or more niche markets may require different keyword strategies for optimal results. - Should I include location-based keywords in all ad groups?
Include location keywords when targeting local searchers; in other cases, broader terms may suffice.
For a free consultation please contact us through our Milton Keynes PPC agency