• Jennie

    This article could not have come at a better time. We are just finalising our new account structure. Wish us luck……

  • Sam Mazaheri

    Great post Sam. The account overhaul can be extremely satisfying, but the initial hit to performance is an important expectation to set.

  • Sam Mazaheri

    Great post Sam. The account overhaul can be extremely satisfying, but the initial hit to performance is an important expectation to set.

  • Pat Grady

    To avoid the dip, we take the old apart piece by piece, and reassemble into the new. Definitely not the simple way, but we hate dips.

    Our structure decisions today are unlike they were 3 years ago (managing sitelinks for example, means somewhat disparate Ad Groups can now be nested into a single Campaign (and more easily qualify for Conversion Optimizer). So it the structure is old, lacking innovations from new features that exist today, we also go for overall rebuild.

    And some of the structure we’ve seen with new clients, well, let’s say the decision to rebuild was already made for us.

  • http://threeladdersmarketing.com/ Three Ladders Marketing

    Awesome detail, thanks for the info. We’ve done restructures ad group by ad group, replacing the old with the new, during off-season. Ideally, we learn as we go, so we start with the lower volume ad groups then work our way to the higher volume ad groups.

    What benefits do you see from having a single keyword ad groups? How many ads do you typically run in these hyper-targeted ad groups?

  • Sam Owen

    Thanks for reading!

    With single keyword ad groups it really depends on the account and how much time you have. I typically work by the 80/20 rule. Which 20% of keywords are getting 80% of my sales? I’d say on average this works out anywhere from 20 to 200 keywords that we label ‘top performers’.

  • Sam Owen

    Thanks Jennie. Good luck with your rebuild!

  • Sam Owen

    Thanks Sam! Setting expectations is huge – a full roll-out brings performance questions, a partial one always brings ‘why is this not done yet?’

  • Sam Owen

    Good point Pat – Ad Group level sitelinks are definitely a huge help with this.

  • Chris Ohlhoff

    Great stuff once again Sam. Curious how you make projections on the degree and duration of the initial dip, the “valley of client unhappiness.”

  • Sam Owen

    Thanks Chris! Honestly accurate projections are fairly tough for the degree of change, but not so tough for length of time – that tends to be a factor of how much data the account brings in (i.e. will we know what new bids to use in a couple of days or a couple of months?).