Account Structure

A well maintained account structure creates maximum results and is critical to the success of your campaign. This is a common misstep for search marketers especially in the beginning. Once you understand why you need a good account structure, it will begin to make sense as it can help you:

• Ensure alignment with marketing goals

• Enhance performance and provide efficiency

• Prevent less efficient keywords from dragging down “winners”

• Drive positive campaign performance

Each layer in the structure of a paid search marketing campaign allows you different controls to optimize that campaign, which is why it is critical that you take the time.

It is recommended that you set a goal to never have more than 10-15 keywords within an ad group to give you the maximum flexibility to control your account. With a well-structured account, you can laser focus on any item that may or may not be working in your campaign.