Best Practice Recommendation

Organize ad groups into narrow "silos" based on tightly correlated keywords and ad themes of no more than 30 to 50 keywords.

Why?  The larger the number of keywords per ad group the less likely that all of the keywords will pertain directly to the theme of the ads. Poorly targeted ads almost always result in lower click-through-rates and higher bid prices.

AD GROUP ORGANIZATION

Campaigns and ad groups that are not properly organized can cripple paid search performance and be costly to manage and maintain.

Campaigns should be organized according to broad topics. Ad groups are most effective when keywords are narrowly focused and pertain directly to a common theme.



KEYWORD INVENTORY

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