Bjorn Espenes was featured again as a guest blogger on Certified Knowledge, a website covering PPC and other online marketing topics. Bjorn shows why traditional campaign structures are on their way out and why optimal performance starts with the campaign structure.
"The traditional structure is very effective for someone managing the campaigns manually or by a 'power tool'. For the real performance of the campaign (and for the business value) it is worthless. Campaigns need to be structured with the purpose of isolating the variables that matter and impact conversion rates (or revenues/profits), not for campaign manager convenience."