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lots or few keywords

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# 1
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Would someone mind explaining to me the pros and cons of having lots of key words versus very few keywords in a campaign and likewise an exact keyword phrase compared to non exact keyword phrase.

 

James

4 Expert replyverified_user

Re: lots or few keywords

Top Contributor
# 2
Top Contributor
Hi James,

If you are using few keywords, then you need to put those in a loose (broad, modified broad) match type to get maximum exposure to your ads on the related or various combinations of those keywords.
At the same time, you must need a huge list of negative keywords to avoid irrelevant traffic and frequent analysis of search term report to add more negative keywords.

If you use a lots of keywords in the tight (exact) match type, there will be less irrelevant traffic as well as you not need to take care of search terms very frequently.
But at the same time, you will not be able to get those searches by the users as per the latest trend which you missed to add as your keywords. So, you need to take care of building keywords list for maximum exposure for your ads.

Regards
Archit, AdWords Top Contributor, Community Profile
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Re: lots or few keywords

Top Contributor
# 3
Top Contributor
Hi James,

More keywords and keywords in non exact match type will result in more/broad 'reach' for your campaign.

But one major factor one should consider here is the AdWords budget. If your initial AdWords budget is low, then it is advisable to start with a limited number of very specific keywords in a more restrictive match type like exact match.

And if budget is not a constraint, then you can think about using more keyword variations in different match types to increase your 'reach' to potential customers. As the number of keywords and match types increases, the account/ campaign management process will be more complex and will require more time.

Find more about basic tips for building your keyword list here - https://support.google.com/adwords/answer/2453981?hl=en

Learn about keywords match types - https://support.google.com/adwords/topic/3122868

Deepak

Re: lots or few keywords

Top Contributor
# 4
Top Contributor

Hi James,

 

It really depends upon the approach you want to go with. Of course as @Deepak_V rightly mentioned, budget is really important. If you have limited budget, go for the targeted restrictive keyword matching options. But if the budget is not a problem, you could try different variation of keywords as well.

 

Some advertisers tend to use broader level of keywords to begin with and then restrict it to niche keywords for better ROI. Some use the other way round means first going for restrictive matching and then broadening up. It really depends upon what the business objectives are and how do you want to approach.

 

My 2 cents!

Pankaj

Re: lots or few keywords

Top Contributor
# 5
Top Contributor

Hi @James B

 

Nothing much is left to advise on this topic Smiley Happy. You already have great suggestions above. I would only advise to read this article by @Jon_Gritton once.

 

Thanks
Ratan Jha


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