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How many keywords including close variant can be added in one ad group?
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Hi,

Adding 50-60 Exact match keywords(including similar keywords) in one ad group can harm the performance? (Earlier I had more conversions when I used to add a lot of exact match keywords)

Is there a limit to adding keywords?

For 1 keyword, minimum of 30 search terms are getting recorded which have pretty good search volume for the targeted location. And all of them look similar to the business. What should I do in such cases?

Right now I have reduced the count to 20, ads are not being triggered due to the following - Your ad group has a keyword that’s a better match for this search. Should I pause such keywords and retain those that are better than these? Only 4-5 keywords are getting triggered now and there is a huge drop in number of conversions.

Also, I am still a learner. Could you suggest any link to learn more about keyword diagnosis tool in detail?
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Advertising Expert by Way of Engineering.
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The common theme created by the keywords plays a role in calculating the ad quality (the real-time QS, calculated during the auction time).
There is a reason to structure keywords in ad-groups each with a coherent common theme.
Have 10-25 keywords in an ad group with a minimum of 3 ads;  If you have more; the "common theme" is no longer "common"
 
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Hello.

I don't think there is essentially a relationship between the number of exact matches in an ad group and the number of conversions.

The Google Ads help page says that adgroups should be created by theme as follows:

Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.


And I have the same idea, specifically, if you set the same link destination, you will have the same ad group, or you will divide the ad group by keyword group with the same theme.

I hope it will be helpful for you.

PS


20,000 ad group targeting items per ad group (such as keywords, placements, and audience lists)
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If one keyword is generating many search terms with a lot of volume...
 
If you intend to use different bids for those search terms, give them their own exact keyword. If you want to give them their own ad copy, then each should have their own ad group as well.
 
If you don't want to use different bids, adding them as keywords makes no difference.
 
There is no limit, and as long as the theme is the same, no harm if you add a lot of keywords to one ad group. 
 
Very generally, I only react when individual search terms get multiple conversions, then I decide what to do with them. 
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Advertising Expert by Way of Engineering.
Relevant Answer
The common theme created by the keywords plays a role in calculating the ad quality (the real-time QS, calculated during the auction time).
There is a reason to structure keywords in ad-groups each with a coherent common theme.
Have 10-25 keywords in an ad group with a minimum of 3 ads;  If you have more; the "common theme" is no longer "common"
 
marked this as an answer
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