I found a campaign that was doing well for me (on content), so I decided to try and scale the keywords and make them more tightly grouped. Initially I had 3 adgroups with 50 keywords in each. All 3 were converting, so I expanded it out into 150 adgroups, each containing around 25 related keywords. Before with the loosely grouped keywords I was seeing average ad positions of 2-3. Now with the tightly grouped keywords, I'm seeing much worse positions of 4-9. Have I done something wrong here, or do I need to let it run a bit more?
content doesn't work like search in the way of tight grouped keywords. You actually want to stay around 50 keywords so Google knows how to effectively map your ad. The less keywords, the less Google knows about your product or service. You are looking for content on a page vs keywords and you are also looking for page themes vs keywords. Its a bit of a tricky concept and one that many PPC professionals are still trying to grasp