Google is getting stricter with its quality score. Recently, the search engine announced that you will hurt your quality score if you try to target too many keywords with one ad. The search engine wants you to target a specific web page with each keyword. The result for many webmasters could be a new PPC campaign for every keyword they want to target.
But that’s not to say that you’ll have to target a different keyword for every PPC campaign under every circumstances. In most cases, a tight keyword group within a PPC campaign will boost your quality score and give you maximum performance,l but you have to manage the campaign in the right way.
Your targeted web pages should be managed around a tight keyword group consisting of keywords that are related. We’re talking about a small keyword group – about 5 or 6 keywords. If you try to manage a single PPC campaign around hundreds of keywords that are broadly related then you will hurt your quality score and your ad rankings and click-throughs will suffer.