The general rule of thumb is less than 30
While it’s okay for you to have 20-25 keywords for every ad, you don’t have to reach that amount for a successful campaign.
You’re better off targeting 10 high-quality keywords in your ad than 50 low-quality keywords. So, your “perfect” amount will fluctuate with each ad you run.
Based on this information, not every keyword could get at least one click because your daily budget amount is less than the keywords you’re targeting. So now, your daily budget can’t support your keyword list. That means you may run an ad that drives no traffic because your other ads eat up the daily budget.
So, as a result, you may miss out on some highly-qualified leads. Second, your high performing keywords may not be able to reach people at the right time. If you know your high-performing keywords drive the most traffic around noon, but your budget gets eaten up by 9, those keywords won’t get the chance to drive the valuable traffic you desire.
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