Is Keyword Stuffing Hurting Your Google Ads Campaign?

By: Jyll Saskin Gales, Google Ads Coach

If you're newer to Google Ads, you've likely felt the pressure to cram ALL THE KEYWORDS into your ad copy. But is it really necessary? Does it truly make a difference? This question matters because relevant ads drive clicks, and clicks drive conversions. Understanding how to use keywords effectively in your ad's can significantly impact your campaign's success.

Let's cover the importance of keywords in your Google Ads and how to use them strategically:

• Why keywords matter from a user's perspective.
• How Dynamic Keyword Insertion can simplify your ad creation.
• The pitfalls of using Broad Match and competitor keywords with Dynamic Keyword Insertion.
• The optimal number of keywords to include in an ad group for relevance.
• Why focusing on user experience is more important than chasing Ad Strength.

Why Keywords Matter to Your Audience

Imagine searching for a "durable travel backpack." Would you click on an ad that simply says "backpacks for sale?" Probably not. You'd want to see "durable travel backpack" or at least "travel backpack" in the ad. This is because users want assurance that the ad matches their search intent. Including relevant keywords in your ad copy provides that assurance. It's like a signpost guiding the right people to your website.

Dynamic Keyword Insertion: A Helpful Tool

One of the easiest ways to include keywords in your ad copy is by using Dynamic Keyword Insertion. This feature automatically inserts your keywords into your headlines, descriptions, and/or display paths.

It's important to understand that it inserts your keywords, not the user's exact search term. This ensures that only your chosen keywords appear in your ads.

Think of Dynamic Keyword Insertion as a tailor that adjusts your ad copy to fit the specific keywords you're targeting. It automatically adjusts to fit the keywords that you have in your ad group.

When to Be Cautious with Dynamic Keyword Insertion

While Dynamic Keyword Insertion is a useful tool, it's not always the best choice. If you're using Broad Match keywords, the inserted keywords might not be highly relevant to the user's search. Similarly, using competitors' brand names as keywords and then inserting them into your ads can lead to legal and ethical issues. It is important to use this feature with caution.

The Ideal Number of Keywords Per Ad Group

It's tempting to cram as many keywords as possible into a single ad group. However, this can actually hurt your campaign's performance. Aim for 5 to 15 keywords per ad group. This ensures that your ad text remains relevant to your keywords and, more importantly, to the user's search.

Think of your ad group like a team. Each keyword should complement the others, working together to achieve a common goal. 

Focus on User Experience, Not Just Ad Strength

While Ad Strength is a metric provided by Google Ads, it shouldn't be your primary focus. Instead, prioritize providing a positive user experience. This means creating ads that are relevant, informative, and engaging. When you focus on user experience, you'll naturally see improvements in your click-through rate (CTR) and conversion rates.

Remember, Ad Strength is just a tool. The true measure of success is how well your ads resonate with your target audience. By focusing on relevance and user experience, you'll attract more qualified traffic to your website and ultimately drive more conversions.