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How many keywords should I set?

What are keywords?

Keywords are words or phrases that you choose to match your ads with the terms people are searching for. The better the quality is, chances are higher users will find what they are looking for. Consequently, actions on your website are more likely to occur.

But there's a question several advertisers ask themselves: how many of these should I set? Does this mean that the higher the number, the more results I will obtain? As usual, it depends.

How many keywords should I set?

Based on how we have structured the creation of a Google Ads campaign, 1 keyword is required. Yet, according to your experience with Google advertising, this number might vary.

  1. To start with Google advertising, targeting about 5 keywords (each with a monthly search volume of 100+) is recommended for small businesses.
  2. Afterwards, our advice is to set between 5 and 10 keywords, with a maximum of 10 per ad group.

How do I decide which keywords to use?

  1. Research potential keywords: it might happen that you're unsure as to which keywords to include in your ad, and what the best matches are for your website. To know more about this, you can analyse search queries on your business's website, using Google Analytics. This will give you insights on what choice will be the likeliest to give you results.
  2. Group similar keywords: try grouping keywords into themes that you'll later use for your campaigns. For example, if your company sells female shoes, you can create separate ad groups for these keywords. As a result, you'll have ad groups called 'sandals', 'trainers', 'high heels,' 'flip-flops', 'wedges', and so on.  You can do this by creating separate campaigns for separate groups. This will allow you to have specific ads for each category, consequently leveraging the power of keywords in Google advertising.