Thanks for the post! I'm glad that came across it because I found here a lot of interesting information for me. I want to add that as a search agency we see many different styles of PPC campaign design, from in-house teams, other agencies, and occasionally running across those from the search engines themselves. Broadly speaking, campaigns can fit into one of two categories: 1. Those heavy on keywords or phrases made up of low number of fairly generic terms (for the purpose of this article, referred to as “shorter keywords”) 2. Those using a high number of terms ranging from generic to improbable (or “longer keywords”)