When you launch a pay-per-click (PPC) campaign through Google Ads, you're eager to start reaching people most interested in your business. Likely, your first step is to conduct keyword research to find every relevant keyword your audience may search to find your product or service. After using a keyword research tool, you'll soon find yourself with over 100 keywords.

Google has a 20,000 target items per ad group limit, so targeting 100 keywords isn't a big deal. Right? Well, think again.

In this post, we'll answer your burning questions like:

1. How many keywords per ad group should I use?
2. Why don't I want to have too many keywords?
3. How do I find the right keyword amount?