Paige’s Pet Store is deciding on keywords for a new AdWords campaign. How should Paige set up her AdWords keywords?
Use the Keyword Planner to come up with keyword ideas for Display Network campaigns.
Bundle similar keywords together in one ad group based on common themes.
Use general keywords to reach a specific audience.
Use negative keywords for terms that are related to pets and animals.
For each ad group, pick a narrow theme and create ad groups around that theme. For each ad group, use keywords related to that theme. Consider also having your ads mention at least one of your keywords in its headline. This is because when someone searches for a term that matches your keyword, and they see one ad that mentions the keyword and another ad that doesn’t mention the keyword, they are more likely to think that the first ad is more relevant to what they’re searching for.Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.
Read more here: https://support.google.com/adwords/answer/6372655