Let’s start by looking at a hypothetical scenario:
You’ve just been put in charge of a PPC account — either in-house or as part of an agency shakeup. It’s an account with a lot of history, and it is hitting goals, but…
After a few days spent familiarizing yourself with this account, you come to the conclusion that it’s not structured the way you would like. You sense a lot of opportunities for improvement: ad groups with too many keywords, budgets being eaten up by broad terms, keywords cannibalizing traffic from each other… and so on.
It’s at this point you need to come to a decision about how you’re going to move forward with the account:
Start gradually tweaking things within the current structure to generate improvements?
- Or -
Knock it all down and start from scratch?
Read more: http://searchengineland.com/when-should-you-overhaul-your-ppc-account-178285