this will depend on personal preferences, but there are some good practices that can help you:
It's best to separate branded keywords from non-branded keywords , because they perform very differently.
It may be easier to analyze and optimize keywords or thailand telegram group ad groups that make up a significant portion of your budget and are therefore effective in a separate group or campaign.
Ad groups should be made up of keywords that are as closely related as possible .
To follow a structure of absolute relationship of search terms with keywords, with ad and landing, review the volume of your ad groups . If you have approximately more than 20 keywords in a group; the keywords will start to be too different from each other to have a 100% relevant ad, so start thinking about dividing them into two or more groups.
Campaigns and ad groups should be named appropriately to allow for quick sorting and analysis. This is super important. While the structure won't affect the quality of your ads , it will help you in your day-to-day work.
You need to be very clear about the structure of negative keywords and the types of matches per group to ensure that users see the ad and that you do not have conflicts or very relevant words that are not shown due to a negative keyword being placed too far or a lack of coordination in the negative strategy.