Lets say you have x keywords in x groups across the campaign - would you start with broad matches, or would you divide them before you start your campaign?
What do you do when you have, lets say, broad match keyword (lets say one word kw) with large number of impressions - what is your next step in optimizing this keyword for better performance (CTR, conversions, etc.)
I hope I dont ask too much :)
If you run a search query report you will be able to see what search terms your campaign is being returned for, you can then put these terms in their own ad group, I usually exact match them at this point as it makes more sense in my industry. I also recommend adding all of your account keywords as negative match terms in the broad matched ad group, and it ensures that your exact match (usually cheaper) terms are the only ones returned.
