One of the basic components of a Google PPC campaign is the ad group.
Google seems to prefer ad groups with commonly themed keywords. For example, Google would probably prefer this group of keywords:
orthopedic shoes online
buy orthopedic shoes
orthopedic shoe store
orthopedic shoes website
to this group:
patent leather shoes
Generally, an ad group should have two ads, and the ads should be different enough so you can do some comparison testing, known as A/B testing, and perhaps learn something about what your customers are responding to.
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