As we settle in to 2020, we have reached the therapeutic time of year to “spark joy” through the act of spring cleaning. Not unlike cleaning your closet, cleaning up your ad account can provide many benefits for your sanity and for your campaign results. For many brands, when a partner suggests an account restructure it can sometimes feel overwhelming, annoying, and unhelpful if there is no explanation of value or clarity on the “why”. Read on as we break down how to determine whether an account structure is right for your brand and for your business.   Why should a brand restructure?
  • Change of Management – A quick way to improve performance while maintaining legacy account structure for historical analysis and as a backup in case issues arise in the restructure.
  • Paradigm Shifts in the Marketing Landscape - Platforms make big changes to how campaigns run or add new features, which requires a shift in strategy. Past examples include the move to Enhanced Campaigns (No longer segment campaigns by device) and the more recent push towards campaign consolidation paired with bid automation
  • Realignment of Brand Goals - As brand goals change throughout time, account restructures need to happen so that your campaigns are agile to the needs of your business. For example, your marketing department may be goaled on revenue, but site merchants may require high levels of website traffic, so you need a structure that can help achieve both of these goals.
  • Significant Website Changes - For relevancy purposes, campaign structure should be informed by the site structure (ex. Ads for shoes link to the landing page featuring shoes)
  What does a restructure accomplish? Better Management:
  • Alignment with new third party tech
  • More agile reporting and analysis
  • A chance to elevate high performers and eliminate poor performers
Higher performance through:
  • Lowered advertising costs
  • More effective reach to the right audience
  • Increased return
  A clean slate for:
  • Accuracy in testing
  • A brand with a plateau in results
  • Better organization that leads to more agile adjusting
  What’s the best way to do it?
  1. Simultaneous Approach: 
    • Pros: A clean refresh that makes it easier to evaluate new data.
    • Cons: Because the entire account is being affected at the same time, it can be more difficult to pinpoint errors.
    • Best for: Brands with high levels of trust, who aren’t in the weeds of account management.
  2. Phased Approach: 
    • Pros: Less risk is involved when you can choose to launch a restructure on a lower-value asset.
    • Cons: Data can get messy while dealing with multiple naming conventions, and getting team approval can slow down the process.
    • Best for: Newly on-boarded or more cautious brands.
  Happy joy sparking!
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