How do most of you break it down? Say you have a large ringtones campaign. Do you make a new ad group for each carrier, each landing page, what if you have a comparison landing page with 5 carriers? Each ad group can only hold 2,000 keywords so you have to make more eventually if you want a larger # of keywords in your campaign. I'm pretty new to adwords and would like to get a little idea of how others deal with campaign and ad group organization. I'm pretty anal about consistency and organization so ya, it matters that much to me.
I would suggest no more than 25 tightly themed keywords per ad group. 75 if you are using exact, phrase and broad match for all keywords. 25 x 3 matching options. If you have a huge amount of keywords and need a a lot of adgroups you could try promoting each carrier in a different campaign. This will help keep you organized.
I see. Thanks for the info. I know Speed PPC makes 1 ad group per keyword, what is the advantage of this? Say I have a huge comparison page for dating. I'd make a ad group for say keywords with like "## old women dating" and then another ad group for "* women dating" and another for "* man dating", and so forth. That makes sense I hope, doesn't it?
I like to make one CAMPAIGN per keyword. As your campaign grows, you will add new keywords as per your research and those keywords will need to be separated into new adgroups.