How many keywords should I include per ad group to improve ad visibility in Bing Ads?

In Bing Ads (Microsoft Advertising), the number of keywords you should include per ad group can significantly impact ad visibility and overall campaign performance. While there isn't a strict rule on the exact number of keywords per ad group, following best practices can help improve ad visibility and relevance. Here are some guidelines to consider:

### 1. **Relevance and Focus:**

- **Group Similar Keywords**: Aim to group keywords that are closely related in terms of theme, intent, or product/service offering.
 
- **Ad Relevance**: Ensure that the keywords in each ad group are highly relevant to the ad copy and landing page. This alignment improves Quality Score and ad performance.

### 2. **Start with a Focus on Quality:**

- **Quality over Quantity**: It's better to have fewer, highly relevant keywords than to include many unrelated keywords. Quality Score, which impacts ad position and cost-per-click, is influenced by keyword relevance.

### 3. **Keyword Match Types:**

- **Use Match Types**: Utilize different match types (broad match, phrase match, exact match, and broad match modifier) strategically to control which searches trigger your ads and to ensure relevance.

### 4. **Campaign Goals and Structure:**

- **Campaign Objectives**: Align your ad group structure with your campaign goals and organizational structure. This helps in better management and optimization.

### 5. **Performance Monitoring and Optimization:**

- **Regular Review**: Monitor performance metrics such as click-through rate (CTR), conversion rate, and Quality Score. Adjust ad groups and keywords based on performance data to optimize for better visibility and ROI.

### Practical Approach:

- **Start Small**: Begin with a manageable number of keywords per ad group, focusing on core themes or products/services.
 
- **Expand Thoughtfully**: Gradually expand your keyword list as you identify new opportunities or refine your targeting based on performance insights.

### Conclusion:

While there is no fixed number of keywords per ad group that applies universally, the key is to maintain relevance and alignment between keywords, ad copy, and landing pages. By focusing on relevance, using appropriate match types, and regularly optimizing based on performance data, you can improve ad visibility, increase click-through rates, and drive more qualified traffic to your website through Bing Ads.