When using keyword targeting, what is a general recommendation to follow?

Segmenting ad groups by relevance (branded, unbranded, topic keywords) is a general recommendation because it allows for more precise ad copy and landing page alignment, improving Ad Rank and Quality Score. This granular approach enables better budget control and performance analysis for each keyword type. Avoiding negative keywords is incorrect; negative keywords are crucial for filtering out irrelevant traffic and improving efficiency. Only using branded keywords is too restrictive and limits potential reach to new customers. Focusing on one or two high-volume keywords can lead to broad targeting and missed opportunities for more specific, high-converting long-tail keywords.