If you have more than 25 keywords in a single campaign, you might be limiting their reach.

✅You may have noticed that some keywords generate very few to no impressions, while others perform much better. In such cases, try splitting your keyword list into multiple campaigns. This approach has worked well for the accounts we manage and has become a rule of thumb for us.

✅Here’s a recent case study:

We took over a campaign from a newly onboarded account, paused all keywords with little to no activity (just 14 impressions combined in the last 7 days), and added them to a new campaign. The results were compelling:

👉🏼 Week 01: Over 15k impressions, 5 orders, and 63% ACOS (expected for the first week).

👉🏼 Week 02: With minimal optimization, we maintained 15k+ impressions, saw 12 orders, and reduced ACOS to 28%.

✅The new campaign still has more than 40 keywords, and we’ll be splitting them into additional campaigns. While this approach adds extra work, it pays off with broader reach, higher sales, and improved ROAS.

✅Lastly, using a proper naming convention for these campaigns will make managing them much easier.