The moment an ad group goes over 30 keywords, it begins to lose its data integrity. As it crosses the 50-100 mark, the ad group will be rendered useless because the ads will come up for non-meaningful search queries, incurring wasted spend and driving down Quality Scores. It’s important to have some variance in the terms so ads have the best chance of coming up, but if a term is too far removed from the theme of the rest of the keywords, consider moving it to another ad group, or even creating a separate keyword around it.
Not all ad groups make sense to keep, consider consolidating ad groups that focus on a similar concept. For example, there was no difference between Sell Mobile and Sell Mobile Phones other that the keywords being used. Since the keywords were essentially the same, they could be repurposed or cut based on historical data.
Try to keep the number of keywords per ad group around 10 to 15. You can pause underperforming keywords or close variations of the same keywords (as Google treats them the same), or if there are several themes in one ad group, you can split an ad group up using the “Move to New Ad Group” button on the Manage Search Network page.
Once you have Ad Groups separated by theme, make sure you have 2-3 highly relevant ads per ad group, at least one of which should be mobile-targeted (if you are indeed targeting mobile).
When you launch a new campaign under a new structure, it is a good idea to change your ad rotation setting to “Rotate Evenly” so that Google gives your two text ads a 50/50 split. This will help facilitate A/B testing and reveal early insights into which ads will perform better in your account versus others.
