How Many Keywords Should Be In An AdGroup? A Google Ads Strategy Hub Podcast

In a recent episode of the Google Ads Strategy Hub Podcast, host Sarah Stemen tackled a question many advertisers grapple with: how many keywords should be in an adgroup? Stemen's answer isn't a magic number, but a strategic approach. She warns against the common pitfall of adding too many keywords, which she argues can dilute valuable data and ultimately harm campaign performance.

Instead of a kitchen-sink approach, Stemen advocates for focusing on a curated list of broader, high-intent keywords. This strategy allows for cleaner data, enabling Google's powerful automation tools to work more effectively. The key takeaway from the episode is to embrace strategic thinking over simply stuffing ad groups with every possible search term.

Stemen's discussion serves as a crucial reminder for anyone managing Google Ads: less is often more. By focusing on quality over quantity and trusting in Google's automation, you can unlock better performance from your campaigns. The episode concludes with a clear call to action: start thinking strategically about your keyword management and move beyond the old-school mentality of adding as many keywords as possible.

Here are the key takeaways for smarter Google Ads management:

• The Keyword Dilemma: Stop adding too many keywords. This isn't a numbers game. Overloading your ad groups fragments your data, making it impossible to see what's truly working. A scattered campaign is a weak campaign.
• Focus on High-Intent Keywords: Instead of a massive list of low-value keywords, concentrate on broader, high-intent terms. These are the searches that show a strong likelihood to convert. This approach gives you cleaner, more centralized data, which is the foundation for making informed decisions.
• Don't Ignore Low Search Volume: If Google flags a keyword with a "low search volume" alert, it's a clear signal that the keyword is ineffective. Don't waste your time or budget on these.
• Embrace Automation and Smart Bidding: Google's automation tools are designed to work for you. By focusing on a strong, core set of keywords, you empower the platform to automatically capture valuable, long-tail search queries you might have missed. This includes leveraging tools like:
  • Dynamic Search Ads (DSAs): Simplify your keyword management by allowing Google to automatically generate ads based on your website's content.
  • Performance Max Campaigns: These campaigns use machine learning to find new, unexpected high-value search queries and audiences.
• Strategic Control vs. Manual Micromanagement: The best Google Ads strategies are about strategic control, not manual control. It's about setting the right foundationthe "why" and letting the platform's automation handle the day-to-day. You make the strategic choices; Google executes.

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://sarahstemenllc.hbportal.co/public/66465f104670f3002dd0fbe8

For more strategic insights on Google Ads, visit my website at http://www.thesarahstemen.com.