How many keywords should a campaign have?

Fewer than you think: 10–30 per campaign, grouped into ad groups so tight that every keyword in a group could share one headline. Small budgets spread across hundreds of keywords starve everything of data and teach you nothing.

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Fewer than you think: 10–30 per campaign, grouped into ad groups so tight that every keyword in a group could share one headline. Small budgets spread across hundreds of keywords starve everything of data and teach you nothing.

The old thousand-keyword builds are obsolete anyway. Modern match types make one phrase keyword cover the variants you used to enumerate. Your job is themes, not exhaustive lists; the search-terms report grows the list from reality.

A useful sanity check: if a keyword hasn't had an impression in 30 days, it isn't doing anything but cluttering your view. Prune toward the terms that actually spend and convert.

This is the work. Want it done?

Everything here is free to use yourself. That’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.

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