The structure of a PPC account is absolutely crucial to the ongoing success of Paid Search activity. Not getting it right can mean that your budget does not work efficiently; spending on the less efficient areas before the well performing keywords get their chance. It can also stop you from showing the most relevant ad for each keyword, and can even make analysing your results more difficult.
The three main engines all take the same approach that allows your activity to be structured into accounts, campaigns, and adgroups. Reform advocates the use of a highly granular account structure, delineating brand, generic and content network activity into clearly themed campaigns. Further to this, we recommend that the adgroup level is used to further granularise your structure; breaking out keywords into themed groups again so that analysis and optimization is made as straightforward as possible. Getting this right can lead to higher Quality Scores, and as such your structure can have a direct effect on your cost per click.
When carrying out an account audit as part of a Consultancy or Due Diligence project, the structure is our first reference point. Building a structure, though, is seeded in solid Keyword Research, as the whole point is to deliver the most relevant ad to a particular search query. Reform seeks to develop a thorough understanding of the sector search behavior before making any recommendations. Look at our case studies page to see examples of how we have used this research to create further value.