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Ad Intelligence 101 |


PPC Account Structuring for an Effective Campaign: 4 Steps

June 20 2017 by Jordan Kramer

Whether you’ve just inherited a new account, or you’re now in a position to make crucial account decisions, you may be thinking about an account restructure. This isn’t something you enter lightly. Shifting a PPC account structure around can dramatically affect the campaign’s metrics, but not always in a positive way.

So naturally, you need to make sure you don’t miss a beat. From pinpointing the true issues with the current structure, to building out a new plan, each step is pivotal to your success on the account.

No worries, you can handle it. But just to make sure you stay on track, here are the 4 major steps to restructuring a PPC account.

1. Get to the Root of Your Client’s Goals

Perhaps the last account owner was not properly updated on the client’s goals. Or perhaps he or she wasn’t able to properly target those goals. Whatever the reason you’re going through a restructure right now, the first move is to hone in on the specific objectives. Is it awareness, or are they trying to increase sales? Do they need to grow leads? Find out.

If they don’t know, maybe it’s not time to be launching a restructure. It may even be time to put their current campaigns on hold until you can figure this out.

2. Determine the Root Cause of Performance Issues

Once you have a solid objective, or list of objectives, you can start to unravel any issues with the current account performance. Let’s say leads have decreased significantly. This could be a site traffic issue, an impression issue, a conversion rate issue, or a number of other causes. Take a look at your site analytics, as well as your impressions. It also helps to compare your impressions and spend to your competitors’. With the right ad intelligence tool, it’s as simple as plugging yourself and your competitors into the comparison tool. 

Let’s pretend you’re in the food and drink industry for a minute. Maybe you really are. Take a look below for a breakdown of the industry’s top budgets and impressions in April 2017.


Or, you can compare yourself solely to your competitors. Here’s an example of Kellogg’s spend and impressions compared to General Mills and Kraft Heinz.







3. Build Your New Account Structure

Now that you know what went wrong last time (or at least we hope you do after all that research), it’s time to restructure. This is the time to consider everything from how you’ll handle bid strategies to match type segmentation. 

Tip: You may not have to reinvent the wheel. A restructure does not always mean you have to tear down the entire account and start from scratch. It may be helpful to compare your own process to that of your competitors’, and make small tweaks to match their strategies.

For example, take a look at the audience your competitors are targeting by exploring the sites their ads are running on and how they are bidding.


Pathmatics data allows you to compare which sites that your brand is publishing ads on versus sites your competitors are running ads on.


Pathmatics also allows you to compare budget allocation.

Keep in mind, everything you do in terms of an account restructure will have a counteraction. If you shift from broad match to broad match modified keywords, for example, this may not only keep your budget down, but will also decrease your impressions and clicks.

4. Monitor and Revise

Your campaign performance isn’t going to be perfect. Or at least, we really doubt it. It’s an imperfect science to begin with, and you’re basically starting fresh. Monitor several times a day at the beginning of the campaign to ensure everything is set up correctly and that you’re not bleeding money.

Want to find out what else you can learn from competitive advertising intelligence? There’s a lot more to it. Check out the related reads below.

Related Reads:

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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