Keyword focus is therefore the magic word

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Thanks to Smart Bidding and other technologies, Google is getting better and better at delivering the right ad to the right people at the right time. However, you make life more difficult for the search engine if you fill campaigns or ad groups with too many keywords.

There's no perfect guideline. In my projects, it's usually around three to a maximum of ten keywords, considering the different keyword types.

The more keywords you include, the less data is allocated to each individual keyword. The less data, latvia phone number data the more difficult it is for Google to "learn" and refine your Smart Bidding if you use such strategies.

Of course, the financial component also plays a role. In addition to the number of keywords, the budget also determines how much data is "distributed" to a single keyword.

However, if you simply increase your budget, you'll likely still end up with a large number of keywords that fall short of your performance goals. Because more budget doesn't necessarily mean an increase in performance.


Of course, you can and should test different keywords and keyword options against each other. But find the point of failure if a keyword has proven unprofitable and optimizations to the setup or landing page haven't resulted in a performance boost.

If a keyword has higher three- to four-digit impressions, this is usually a good basis for decision-making.

Always consider what core goal you set for the campaign at the beginning and check whether the keyword contributes to this goal or not.

Have you heard of the Pareto principle or the 80-20 rule?

The principle goes back to Vilfredo Pareto and states that a small number of high values ​​contribute more to the overall value than a large number of small values. Or:

20 percent of the total number causes 80 percent of the total result .

The term “number” could also be replaced by “effort” or “keywords”.

Ultimately, it's a matter of calculating which keywords are the strongest and should remain in your setup, depending on your KPIs. It might not necessarily be 20%.

The bottom line, however, is that you should focus on fewer, particularly strong keywords rather than many weak ones. Instead, invest your valuable advertising budget in your "best horses in the stable" and try to generate maximum reach there.