As always, the answer is - it depends. Read here how to structure and build your campaigns optimally, depending on which area you are active in.

General Interest

We recommend that you create a campaign per device on which you want to play out, because the prices differ depending on the device. The direct placements are divided into newsletters and websites. In the end, the CPO within an adgroup should be relatively equal, which helps the system to control your campaign.

Travel

The same recommendations apply to Travel as to General Interest for the differentiation of campaigns and ad groups. However, keywords are useful here as a supplement to direct placements per adgroup and campaign. Again, CPOs should be expected to be about the same within adgroups.