PPC Account Structure-Hybrid
Features of Hybrid Account Structure:
- Multiple Ad Groups with one Keyword and one Match Type only per Ad Group - Caution: due to the repetition of the same Keyword in different Ad Groups, Keyword Destination URLs could be repetitive; if not being added already, it would be good practice to add a unique identifier at the end of each URL - for Example: numeric modifier or an alpha numeric modifier
- One of Multiple Ad Copies per Ad Group
Advantages:
- Same Keyword with multiple PPCs allowing testing their behavior at multiple PPCs simultaneously
- Enables testing for a unique combination of Keyword, PPC, Match Type, & Ad Copy - Refer to Match Type & Ad Copy Testing
Disadvantages:
- Account size can be large depending on size of Keyword List - could max out account limits
- Bid Management, Analysis, and overall Account Optimization can be complicated due to the extreme granularity
