Completely agree that keywords should be grouped together in closely themed ad groups so that highly targeted ad text can be written. Relevancy is so central to paid search and is often overlooked (look at the ‘Sydney hotels’ example on my blog to see how poor PPC ads can be).

Also agree that negative keywords should be made a priority – Google say that 60% of time should be spent researching ‘positive’ keywords, and 40% negative keywords, which I doubt many advertisers are achieving.

Thanks for the post, very easy to ready too.

Alan