Paid Search: Account Structures

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:

• Campaigns
  ‍Campaign level is the highest level of structure within an account. While an account could have hundreds and hundreds of…