When you initially construct a PPC account, it is important to have a perfect structure to make sure it works perfectly. There could be several scenarios that could bring your account to get out of shape and they are mostly related to website changes, market trends and operational changes in the way you do things.
Undergoing a site redesign, poor PPC account performance, or even new reporting angles could all be reasons to restructure your account. From time to time when you have to do a key revamp on the account structure, it may be worth your while to from top to bottom start over from scrape. Whether you simply perform a restructure, or create a completely fresh account, there are ways to improve performance for an account that may be struggling to succeed. A properly structured PPC account will increase keyword quality scores and improve overall performance and efficiency.
It’s important that keywords are properly grouped by theme, and ads are as relevant as possible to those keywords.
Most people will do anything not to restructure the account.
It is a lot of work. However, you have lots of data to work from, so you can take all your data to determine your ideal structure, match types, ads, extensions, etc.
The advantage of overhauling an account and making a completely new structure is you are doing it from years of data instead of instinct, like you do with a new account. The work is hard, but the results are usually worth the effort.
Here are 7 Steps to look into
1. Don't change bids too much
One of the most simple sensible things you can make use of while upgrading an account is to keep things as similar as achievable bid smartly at the get go. New blanket bids will be not as much of proficient than ones that have been reached over months of changing.
2. Be familiar with Your Mistakes
Staying with an unsuccessful change for the reason that you have given too much time and capital into it is recognized as a sunk cost. Make certain your most excellent AdWords labors don’t spin into sunk costs of your own. Provide your fresh account structure a moment to take effect, however be able to recognize when it its making things worse. In general, subsequent to a month or so, you ought to be able to notice if things are getting better.
Constantly download a backup of your account when you create large modifications. Just in case something bad happens.
3. Make certain to have your marketing team sharing a common strategy in regards to the account management.
This is totally vital if you would like to be successful long-standing.
Make certain everybody knows why you think the restructure is required say that it will perk up continuing performance, and a coarse estimate of how extensive it will before results show.
4. Utilize a constant Naming Structure
There are numerous different customs to name your campaigns and ad groups. From the thousands of accounts in the past, it looks as if like approximately every one of them does things somewhat in a different way.
Maintaining things constant from the start is going to help a lot along the way.
5. Begin With The Best Ads
If you would like your restructure to be flourishing in the very short term, beginning with solely your best performing ad copies. Start performing new ad tests in a week or two when you have enough data to work with
6. Position Top Keywords In Their Own Ad Groups
You can check on them in a more effective way and create better ads with higher quality score for them.
Adding “Prime Keyword” or “Special Keyword” labels is a really excellent idea, just in terms of keeping track of the whole thing. You don’t want to think to yourself, six months down the line, “Hmm, I’m sure [x] used to be a really important keyword for us….”. You want to be sure about it!