This probably isn’t black or white, but in general, Is it bad to have one AdWords campaign with (50) ad groups? I would think if you need that many ad groups, you should probably be putting some of those groups into their own campaigns.
Also, isn’t is best practice to delete keywords from Ad Groups that have no impressions/clicks for 3 months? Thanks you!
There’s no hard and fast rule about the limit of AdGroups each Google AdWords campaign should have, but there is a knack to good account organization. You need to set up your campaigns so they are manageable and logical.
For example, set up a new campaign for each specific geographic market you wish to target, or perhaps for each product line you are promoting. The key is to create as many AdGroups as you need in order to silo each of your keyword themes into their own AdGroup, for example blue socks, red socks, wool socks, nylon socks etc.
You need each of these in their own AdGroup so that you can create ads that are specifically targeted to each theme and use the specific keywords and phrases within the ad headline and body. If it makes sense to have 50 AdGroups in a single campaign for this purpose, then so be it.
Regarding the deletion of keywords, if they aren’t attracting any impressions then yes, delete them. But if they’re getting impressions and no clicks, I would tweak the ads for a month or two before deleting them as the problem may be that the ads aren’t convincing enough.
When I kick off a new PPC campaign, I create a large number of creatives and then If they don’t attract conversions within 2 months, I delete the non-performing ads and gradually pause any that have a 2 percent or lower conversion rate.
Hope this helps