Nov 11, 2016 - 07:45 PM
The answer to this question really needs to be answered on a case by case basis. With a high budget, I have seen campaigns as targeted as one keyword per group. This allows ads to include the exact search term, which can increase quality score. With a smaller budget this is probably not necessary, but with high spend, even a slight increase in quality score can mean a lot of saved $$$.
This extremely granular strategy generally makes more sense on generic non-brand keywords, as you are likely to be facing higher competition. Even still, the best solution to increase quality score remains a relevant landing page with high quality content.