Pay-per-click (PPC) advertising and Google AdWords have been around for several years. Indeed, many of us have accounts initially established — either by ourselves or someone we inherited the account from — years ago. During this time, the industry has progressed and matured, and your knowledge about PPC and your business may have likewise become more sophisticated. Accordingly, advertisers should take the opportunity to reorganize their accounts for improved performance from time to time.
Having completed PPC advertising audits for numerous clients, one of the first steps I take is a review of the account set-up and performance to consider how best to reorganize the account structure. Each business is different, but some important concepts apply to all. While there is certainly no one, “right” way to reorganize, use these concepts as a lens through which to view your data and consider changes as you move forward.
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