Over the years, much has been written about how to structure a PPC campaign for maximum performance. When I was recently asked to lead a panel on the topic, I covered some of the classic structures ...

Is there an ideal way to structure an AdWords account, or is every case special? Contributor Sam Owen explores the issue. When it comes to PPC account structure, it seems like everyone has a different ...

A lot of PPC accounts are built from the bottom up. You start with keyword research, group them by themes or match types, maybe throw in some location targeting, and go from there. But then reporting ...