You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?

  • Set a theme for each campaign and choose related keywords
  • Keep each keyword to a single word, rather than a phrase
  • Set a theme for each ad group and choose related keywords
  • Include more than 50 keywords in 1 ad group

The correct answer is:

  • Set a theme for each ad group and choose related keywords

Explanation: To show more relevant ads to potential customers, group your keywords and ads into ad groups based on your products, services, or other categories.

Read more here: https://support.google.com/adwords/answer/2453981?hl=en