Should I set keywords for all ads in a group, or for each separately in google ads?

Question

contextual advertising

Let's say I have several variants of one ad for advertising. Do I need to put both of these options in one group, and select all key queries for it, or should I create my own group for each ad and each with its own key query?
I have excursions in Belarus, let's say the main point. I created a couple of ad options on this topic, I have them in the same group and they have common keywords on this topic. Did I do everything right, or should I create my own ad for each of the popular keyword options?
And one more question, is it necessary to indicate "+" before each word of the keyword, or is it not necessary, what does this "+" do at all?

Answer 1

It is better to start from the other end - with key queries. And already under them, create ad options with your own individual title, offer and landing page.
In Google Ads, it is not necessary to create a separate ad group for each request. It is enough to group them according to a single meaning. 3 to 15 requests per group is fine. But still, try to ensure that all requests in the group have similar words in phrases, so that when writing an ad, part of the request is exactly included in its text.
The "+" operator is recommended for all keyword keywords, except for unimportant prepositions. This operator will tell Google about the mandatory need for the presence of this word in the user's query. Otherwise, undesirable combinations may occur that do not quite correspond to the theme of your services.
For example, if in the query "excursion Belovezhskaya Pushcha" you do not mark the words with the "+" operator, impressions can also be made for the queries "transfer Belovezhskaya Pushcha", "Belovezhskaya Pushcha hotels" and so on.