PPC Pet Peeves in the PPC AuditOf my PPC pet peeves, there are many.  There are many check points during the PPC audit process.  One of my biggest pet peeves are clients who believe and insist upon having HUGE keyword lists.  Or, you inherit the Adwords account where the previous manager used Spyfu to “dump” hundreds of keywords into one Ad Group.
ppc audit
I’ve noticed in my experience that having too many keywords in an ad group “confuses” the search engine.  At some point, you hit the “too many” mark and Adwords will just simply ignore the majority of those keywords and trigger other keywords in your ad group more often.  These “other” keywords likely have a higher ad rank, so they show instead of the other 50 extra keywords sitting there in the ad group.So how many is too many?  Personally, I don’t think you should have more than 100 keywords in one ad group.  And, honestly, that’s probably overkill.  If there are really that many important variations of a keyword, then it might be better to have separate ad groups that have slightly different themes.

Don’t believe me?  Check your over-crowded ad groups.  Take a look at your stats over the last 30 days and let me know what you see?  I usually will sort by impressions… Scroll down.  And, there are a host of keywords with zero impressions and zero clicks!  These are wasted space.  Delete them.  And, remember add keywords with a purpose.  Not blindly!

I’d love to hear your thoughts.  Do you have a max keyword number??

#adwordstips   #keywordlimits   #toomanykeywords