The most common issue we see with PPC account audits – for both Google and Bing Ads – is bloated ad groups. Bloated ad groups contain a wide range of keywords, often upwards of 30 to 50. Even if the keywords are related, PPC advertising is far more effective using specific, granular ad groups. Specificity allows each ad group to serve hyper-targeted ads to users searching those keywords. Within granular groups, keyword quality score, CTR, cost per click, and Ad Rank all improve.