In advertising in your Google Adwords account, you need to at least have two ad groups. Each ad group can have a particular function. This is Google’s approach to regulate your Adwords account.
In every ad group, there must be at least two ads in it. It is to identify and analyze what works best for your website.
The primary goal is to be optimized in the Google search engine. For that to be achieved, you need to be able to select relevant keyword terms and match types.
You need not to only focus on single keyword terms but instead, be creative in using longer keywords. You have to reach out and find searchers to bring more traffic to your website.
Also, don’t limit your match types too much. You must broaden your match types with the relevant ones. With this, misspelled ads searches and other relevancies will let them see your ad. Through this, you are attracting more searches that will benefit your organization.