However, while it is important to focus on and devote sufficient time to each of these areas, successfully managing a pay-per-click campaign is about working smarter, not harder. After all, you’ve got a business to run, and PPC management can be a full-time job. That’s why it’s important to maximize your impact in as little time as possible, freeing up precious time to focus on what really matters – growing your business and taking care of your customers.
Many advertisers are primarily concerned with their keywords – and rightfully so, given that keywords are the foundation upon which pay-per-click campaigns are built – but how those keywords are organized and structured is equally important. Despite this, far fewer advertisers concern themselves with their account structure, which can result in diminished performance and an increase in wasted spend.
Campaigns are the highest-level element within a paid search account. A single AdWords or Bing Ads account may have only a single campaign, whereas others might have dozens of campaigns. However many campaigns you are running, campaigns are the topmost level within your account.