If you have been trying to figure out PPC accounts, you’ve probably been in on some opinionated discussions. It’s kind of like asking which pizza is the best, don’t you think? Of course, everyone has an opinion. The problem is that pizza is a matter of taste or possibly diet restrictions, and PPC account structure is a lot less subjective. It’s still got enough variables to make your head spin, though.
Contributor Sam Owen explores the discussion on Search Engine Land where he asks the question, “What’s a Good PPC Account Structure, Anyway?” He admits that this debate rages in his own office and holds to the theory that perfect account structure depends upon the specific account you are working with. It’s kind of like that pizza perfection, because it all depends on who is eating it.
Some Basics Apply To All Accounts
However, Sam Owen feels there are some rules that apply to all types of accounts. These are:
- Make controlling performance as easy as possible because convoluted setups get bogged down fast in extraneous detail.
- Be as segmented as required for your particular goals and know the logic behind your chosen structure.
- Tightly align keywords, ads, and landing pages to make it easy to analyze.
Of course there’s more to the article than that, but his basic challenge is that there is not actually one “perfect” account structure because every business is inherently going to be different. At the same time, there’s some foundation structure that is the same regardless of the variables. It’s like pizza always has crust, sauce, and toppings, but those basics change a lot depending on who is ordering it.
What do you think? Is my pizza illustration off-track? How do you structure your accounts, and would you be willing to share your insight with us in the comments?