The ad group structure flows naturally from groups of words that are semantically related. This is one of the secrets to developing search campaigns with high “quality scores” (QS). When search campaigns are built around relevant groups of semantically related keywords, good quality scores follow.
By factoring, we organize the keyword base into ad groups around semantic relationships. This is the process for creating a structured campaign – one with just keywords that mean the same thing in each ad group.
We then apply a workflow to assign keyword match types in a strategic fashion, to fit your market based upon an assessment of search intent.