If you run several pay per click ad groups in a single pay per click ad campaign then you might be tempted to cross-pollinate those ad groups with certain keywords. Don’t do it. You’ll get much better mileage from all of your keywords if you don’t use the same keywords in multiple ad groups. You don’t want them competing against each other.
Let’s say you are selling diamond widgets and one of your keywords is 14-karat. Just use that keyword in one ad group, not any more than that. If you want to do some testing then pause the one ad group with that keyword and test your keyword in the new ad group. If you decide to move it, take it out of the first ad group completely, or stop that ad group. But don’t do that too often. The keywords that belong together should stay together. You want to keep the integrity of your keyword groups as much as possible.
