It seems like in using adwords you are constantly dancing the line between specific words that still offer a good level of impressions. But having the general rule of only keeping keywords that have a CTR above 1% seems really helpful in curating all my keywords. Plus negative keywords will help make sure I am being seen for the right reasons.
I do not believe I will need to need to have more than one campaign for this project, but I am likely to have many ad groups. It was new but unsurprising information to me that google has its own values, like not displaying ads about guns, considering both their reputation to uphold and locational values they likely hold.
I found it helpful to quickly distinguish that home pages can be landing pages, but not every landing page is a home page, especially since many will come to my site for particular articles straight from the ad.