Hi We are in the middle of trying to completely re vamp our adwords account. We sell chess sets and we use an e commerce platform that allows us to be very specific in the urls we can dish up to users. We are trying to be as specific and relevent as possible. For example, we have a url just for 19 inch chess boards. So we would like to run an ad group just for this and serve up an advert and landing page just for 19 inch chess boards. We also want a campaign for 'ebony chess boards' 'walnut chess boards' etc etc... Essentially we are really struggling with a way in which to set up individual ad groups and prevent overlap of keywords. One method we have thought of is to set up a multitude of groups, where every group has all the other groups keywords in as negative keywords. This would obviously mean plenty of negatives. We were thinking of using phrase match throughout... As to use broad match keywords in the method I suggested would be a non starter? I am guessing that if we had a broad match group with the word chess sets in as a broad match term we would be unable to add 'chess sets' in as a broad match negative to "travel chess sets" phrase match... as it would cancel it out as "travel chess sets"? We are getting rather confused... & our heads are hurting...