How to decide when to write additional ads and copy?

[pavlovapete]

Assumptions:
1. Search term should be in the ad
2. Search term should be in the landing page copy
3. Increase in relevance = lower cost per conversion

So I can't write new ads and landing pages for each keyword that I bid on.

I understand the idea of grouping keywords for one ad to increase relevance with tightly-focused adgroups.

How do I decide "OK that's enough grouping - I need to write a new ad and/or a new landing page"?

I'm selling the same widget with 10 ads and 10 landing pages. At what point do I decide to write the 11th ad and landing page.

Slightly confused

[JimmyH]

There's no hard and fast rule for the number of keywords in a group. Smaller is usually better. But as long as the KWs are on a similar theme, you can have a lot of them in one group without any quality problem. I would start an 11th group in you come up with an 11th theme for your words.

I do like to take high volume words and split them into their own group so I can really focus on getting the ads/landing pages optimized for them. I find it worth the extra effort if the impression levels are high.

If you don't already, also be sure to create at least 2 ads for each group and test them against each other.

Good luck!