We sometimes notice product targeting and keyword targeting ad groups set up in the same campaign. These targets often perform very differently from one another when it comes to advertising metrics.
From an on-going maintenance standpoint, it is easier to separate them into different campaigns and manage them to their appropriate metrics (ACOS, budgets, etc.) and optimization tasks.
Also, leverage portfolios to view the performance of all of these campaigns in aggregate.
Read our Tip of the Week “Review and Recycle Seasonal Keywords Regularly” to fine-tune your keyword strategy.