In our series on getting started with a PPC agency, we’ve talked a number of times about the vital importance of PPC account structure.
We’ve discussed how poor account structure is a red flag for other possible account problems. And how good account structure is critical for analysis, optimization, budgeting and quality score.
But sometimes, nothing makes the point as vividly as a real world example.
Pauline Jakober does exactly that in her latest column in Search Engine Land. In it, she gives readers an inside look at a PPC account we recently took over.
The previous account management team had structured the account around personas. And while that’s not a bad strategy necessarily, in this case it diluted keywords and made conversion path performance something of a crapshoot.
Find out what happened when we ditched the persona structure and reorganized the client’s PPC account around moneymaking keywords. (Hint: It’s a happy ending!)