Hey guys, We all know the advantage of setting up 1 keyword per adgroup, ie GREAT QS but what about setting up multiple keywords per adgroup? also, need an opinion... for LATERAL keywords... example, man boobs reduction, man boobs removal, man boobs cure... would u group 1 keyword to 1 adgroup or multiple keywords to 1 adgroup based on the common term "man boobs"?
Its not so much about an advantage. Its really to do with convenience. If one advert matches the user expectation for multiple keywords, then rather than creating one adgroup for each keyword with basically the same advert in each. You can just group them and write the triggering ad once. As for your man boobs example (an odd one to choose might I add). I WOULD group them together under one advert, not based on the common term "man boobs" but on the common theme that they are all to do with the removal of man boobs. You group keywords under one advert when that advert matches the same user expectation/intent for all the keywords.
Like T_Media said, you can use multiple keywords in a single adgroup as long as it makes logical sense theme wise. It also saves you time. Be well.
All the above said being true and valid, it's still in your interest to have your exact match keywords appear as much a possible within the ad itself, including title, body copy and display URL. Those keyword matches will be BOLDED in your displayed ad and will get you higher CTR. Therefore, create your tightly focused keyword groups based on your ad copy to get maximum clicks and lowest cost.
It is only advisable to group a bunch of keywords to find out which keywords are the volume drivers without spending countless hours setting up targeted adgroups and text ads for keywords that will never get any traffic So it goes like this... adgroup 1 - as many semi related keywords as possible. (such as any variations of man boobs) run adgroup 1 for a few days maybe even a week or even up to a month, but you need lots of impressions and clicks so the numbers are obvious. Then extract all the top volume driving keywords and create 1 - 1 adgroups for those keywords driving at least 80% of your search volume. Never just continually let the adgroup run forever with your volume keywords never extracted. This is lazy and will not get you very far... Last note, you can put as many keywords as you like into one adgroup. (Up to the google adgroup maximums). Google does not penalize for large adgroups like PPC-Coach says. I run lots of successful adgroups with up to a thousand keywords and they never get "penalized". They may not be performing at there best, but they are not penalized.