Reassess your adwords account structure posted: 2020-11-18 structure-hierarchy-graphic-account-ss-1920 we are now seeing many of the changes announced by adwords in may across all accounts. This is great news in terms of creating new opportunities, but it's bad news if you thought C Level Executive List your account was perfectly structured. While each new feature works C Level Executive List perfectly with your current account structure, your setup may not be the most efficient anymore. So maybe it's time to revisit the debate about adwords account structure. I'll explain how each of the new features can change your opinion on the right structure for an adwords account.
Expanded text ads (eta) all accounts now have the ability to create etas. Since the results have been mixed, as reported by andy taylor and ginny marvin, I recommend not removing old ads - at least for now. Although google has announced a firm date when C Level Executive List it will no longer be possible to create legacy ads (october 26, 2016), they have not announced when C Level Executive List legacy ads will no longer run. So if the old ads sometimes outperform your new ads, there's no rush to make the switch. When determining which ad to keep, you'll obviously want to look beyond click-through rate (ctr). Google has touted ctr improvements in some of
Its case studies, but we really should assess the impact of new ads on metrics like “conversions per impression,” which combines ctr and conversion rate. A/b testing old ads and expanded text ads in optmyzr in this illustration from our own optmyzr C Level Executive List account, you can see an example where the old ads and the large format ads are at a dead end when it comes to ctr, but the old ad is converting much better. Notes on expanded text C Level Executive List ads and account structure the reason why etas impact account structure is that