What is a recommended best practice for building an account structure in performance advertising?

Designing the account structure around business goals is essential in performance advertising because it aligns advertising efforts with the overall objectives of the business. This approach ensures that every campaign, ad group, and ad is strategically created to support specific outcomes such as increasing revenue, driving customer acquisition, or enhancing brand awareness.

By centering the structure on business goals, advertisers can effectively target the right audience, create relevant messaging, and allocate budgets in a manner that reflects the priorities of the organization. This focus allows for more coherent and measurable strategies, facilitating better optimization of campaigns over time. When business goals guide the structure, it also enables easier performance tracking and adjustment, ensuring that efforts contribute meaningfully to the company's success.

Other options, while they may contain elements of value, do not provide the same comprehensive alignment with an overarching strategy as structuring around business goals does. For instance, focusing solely on product categories could lead to a fragmented approach that doesn't necessarily support unified objectives, and limiting advertising to social media channels ignores the broader landscape of potential channels that could achieve business goals. Similarly, prioritizing search engine marketing may be effective within a specific context, but neglecting other channels where customers may engage would not fully leverage the potential of performance advertising.