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 [...]