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How Many Keywords Should a PPC Campaign Have?

If you’ve ever dabbled in the world of online advertising, you’ve probably asked yourself, “How many keywords for Google ads should I use?” Well, you’re in luck! 

Let’s dive into the nitty-gritty of PPC keyword analysis and answer that burning question.

The Basics of PPC Keyword Analysis

Why Keywords Matter

Remember that time you tried searching for a recipe online and ended up buying a new blender? That’s the power of keywords. 

They’re the bridge between what people are searching for and the ads they see. Just like you wouldn’t want to find a blender when searching for a cookie recipe, you wouldn’t want irrelevant clicks on your ads. Here’s a deeper dive into why keywords are the heart and soul of PPC:

  • User Intent: Keywords help you tap into what users are actively looking for. If someone’s searching for “vegan chocolate chip cookies,” they’re probably not in the market for meat grinders.
  • Budget Efficiency: By targeting the right keywords, you ensure that your ad spend is going towards clicks that matter. Think of it as investing in a pair of shoes you’ll actually wear, rather than ones that’ll just gather dust.
  • Ad Relevance: The more relevant your keywords are to your ad content, the higher your Quality Score. And a higher Quality Score can lead to better ad placements and lower costs. It’s like getting VIP treatment without the VIP price tag!

Keyword Research Tools: Your Treasure Map to Gold

There’s a saying that the best things in life are free. And when it comes to keyword research, this couldn’t be truer! 

There are a plethora of free keyword research tools out there, just waiting to be explored. Let’s break down why these tools are your best buddies:

  • Discover Hidden Gems: These tools can unearth keywords you might not have thought of. It’s like finding a hidden track on your favorite album.
  • Understand Search Volume: Knowing how many people are searching for a particular keyword can help you gauge its potential impact. It’s the difference between hosting a party for five or fifty.
  • How to Do a Search Query: Ever felt lost in the vast ocean of keywords? These tools guide you on how to do a search query effectively. They’re like your GPS in the world of PPC.
  • Identify Trends: Some tools can show you keyword trends over time. This is super handy for seasonal businesses or if you’re trying to spot the next big thing.
  • Spy on the Competition: Yep, some tools let you search competitors’ keywords. It’s like getting a sneak peek into their playbook.

Understanding Your Competitors

The Sneaky Peek 

Ever wondered what your competitors are up to? Well, in the world of PPC, you can do just that. By learning to search competitors’ keywords, you can get a sneak peek into their strategy. Think of it as borrowing a cup of sugar from your neighbor, but in this case, you’re borrowing some keyword insights.

Why Competitors’ Keywords Matter

  • Knowledge is Power: Knowing what keywords your competitors are targeting can give you an edge.
  • Fill the Gaps: Discover keywords they might be missing out on.
  • Budget Allocation: Understand where to invest more or pull back.

How Many Keywords Per Ad Group?

Ah, the million-dollar question! While there’s no one-size-fits-all answer, here’s a general rule of thumb:

  • For Broader Reach: 15-20 keywords can work.
  • For Specific Products/Services: 5-10 keywords might be more effective.

Remember that time you organized your closet and realized grouping similar items together made life so much easier? The same goes for keywords. Grouping related keywords ensures your ads are more relevant to searchers.

Keyword Match Types: Phrase Match vs. Broad Match

Imagine you’re fishing. Using a broad net (broad match) might catch a lot of fish, but not all of them will be the ones you want. On the other hand, using a specific lure (phrase match) might catch fewer fish, but they’ll be the exact ones you’re after.

  • Broad Match: Casts a wide net. Your ad might show for searches that are related to your keyword, even if they’re not an exact match.
  • Phrase Match: More specific. Your ad will show for searches that include the exact phrase or close variations.

The Unsung Heroes: Negative Keywords

Ever had a friend who always knew what NOT to say? In the PPC world, that’s what negative keywords are for. They prevent your ads from showing up for irrelevant searches. For instance, if you’re selling fresh apples, you might want to add “apple iPhone” as a negative keyword.

SEO Keywords vs. PPC Keywords

Imagine you’re at a track field. On one side, you see marathon runners, pacing themselves, focusing on endurance, and eyeing the long road ahead. That’s SEO for you. 

On the other side, you see sprinters, bursting with energy, aiming for immediate speed and quick results. Welcome to the world of PPC.

SEO Keywords: The Marathoners

SEO keywords are all about patience, persistence, and playing the long game. They’re the seeds you plant, nurture, and wait to see grow. Over time, as your website gains authority and your content become more relevant, these keywords help you rank higher in organic search results. It’s not about instant gratification but about building a lasting presence. Think of it as crafting a legacy.

PPC Keywords: The Sprinters

PPC keywords, on the other hand, are your ticket to the fast lane. They’re about grabbing attention, here and now. When someone searches for a term you’ve bid on, your ad pops up, giving you immediate visibility. It’s like setting up a lemonade stand on a hot day; you quench your immediate thirst and see instant results.

The Comparison Table

AspectSEO KeywordsPPC Keywords
CostGenerally free, but requires time & content investmentPaid per click
VisibilityOrganic search resultsAd placements on search pages
FlexibilityTakes time to change and see resultsCan adjust strategy and see immediate changes
Target AudienceBroad audience over timeImmediate target based on ad settings
CompetitionBased on content quality & site authorityBased on bid amount and Quality Score

In conclusion, while SEO and PPC might seem like they’re worlds apart, they’re really two strategies aiming for the same goal: getting you noticed. Whether you’re the patient gardener or the energetic lemonade seller, there’s a place for you in the vast digital marketplace.


Remember, it’s not just about how many keywords you have, but about having the right ones. And if you ever feel lost, just think back to that blender or the organized closet. It’s all about making connections.

About the Company

Looking for more insights or need a hand with your PPC campaigns? Check out Profit Labs. We’re the wizards behind the curtain, helping businesses like yours make the most of online advertising. Swing by and let’s make some magic happen!

Profit Labs™

Profit Labs™ is a New York based digital marketing agency specializing in online marketing. We help companies get more customers from high converting online campaigns. Interested in pricing & services? Schedule a meeting with us now!


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