Just like auctions, account structure is often seen as one of the less sexy topics within paid search. This is a huge shame though, as how you structure your account is arguably one of the most fundamental and impactful decisions you can make while running paid search. But first:
What is an account structure?
A paid search account has various different levels of hierarchy:
Campaign level is the highest level of structure within an account. While an account could have hundreds and hundreds of…