Whether you are planning on building an in house Bid Management Tool or simply conducing a manual analysis to manage your PPC Bids, Data Storage & Filtering is the foundation to any bid management strategy. Historical Data and performance of your PPC Campaigns is important because:

Historical Data should be used to make data driven decisions [...]

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 [...]

Features of Keyword Account Structure:

Multiple Ad Group families with only ONE Keyword
All three Match Types (Broad, Exact, & Phrase) in the same Ad Group - Example: Keyword PPC Bid Management would be in an Ad Group with all three Match Types
One or Multiple Ad Copies per Ad Group

Advantages:

This Account Structure enables writing highly targeted Ad [...]

Features of Match Type Account Structure:

Multiple Ad Group families with only one Match Type in each
Multiple Keywords per Ad Group
One of Multiple Ad Copies per Ad Group

Advantages:

Seperating Match Types allows more flexibility in managing the account and conducting Match Type Testing
Ad Group level PPC Bids can be set - Caution: should only be done if [...]

Features of Basic Paid Search Account Structure:

Multiple Ad Groups
Multiple Keywords Per Ad Group
All three Match Types within the same Ad Group
One of Multiple Ad Copies per Ad Group

Advantages:

Simple Account Structure
Keywords belonging to themed Ad Groups - Example: Ad Group Name: SEM; Keywords: search engine marketing, sem, search marketing; Ad Group Name: PPC Marketing; Keywords: cpc [...]