1 to 2 keywords per ad group for search network.
5 to 10 keywords per ad group for the display network.
There is no “fixed” amount of keywords you should use. You should use good common sense.
At times, your campaigns might perform better with 1 keyword per ad group in the search network. Then you could use 5 keywords per ad group in the display network.
The whole point of this post was to keep in mind to not add 20, 50, or 100 keywords per ad group. We see it quite often, someone will bring an account to us. We go in to review the account and they add every single keyword in the world into one ad group. This will result in a underperforming account.
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