What is the recommended minimum number of keywords per campaign?

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Ensuring you have enough keywords in a campaign is essential for capturing a wide range of relevant queries and building reliable performance data. Thirty keywords is the recommended minimum because it provides broad enough coverage to reflect how customers actually search, including long-tail terms, while keeping the campaign reasonably manageable to monitor and optimize. With too few keywords, you risk missing relevant searches, skewing data toward a small set of terms, and having less material to identify which terms should be bid up or down or added as negatives. When you have around thirty keywords, you can observe a more representative mix of search terms, gather meaningful performance insights from search term reports, and optimize more effectively through bid adjustments and negative keyword discovery.