Search (PPC) re-structuring in the name of Optimization

Search (PPC) re-structuring in the name of Optimization is complete waste of time
Having run paid search campaigns for many years; I remember that every time I started - I spent a good amount of time ensuring that the account structures were:

1. Sustainable
2. Scalable
3. Operable
4. Measurable

This is pivotal when you are laying the foundation for amazing campaigns. Even though if it requires to push out the launch date....

However, the story with many advertisers I now work with is very different. Every 3 months to 6 months - we here that accounts are being restructured. Or, whenever a new search person replaced the previous search person.

The fundamentals on which Paid Search campaigns operate do not differ; and if you are working on a 'wobbly' account structure - you are bound to be in for - restructuring many times over - so much so that it will hurt your performance.

Some analysis revealed that poor structure will result in : 50 ~ 80% drop in performance; every restructuring will bump your costs by atleast 20% in the initial stage; and it will mess up 100% of your past reporting - making it very confusing to measure the true success.

Not to forget the current structure is sucking up $$$ every minute it is on - and if it was done wrong the first time - you have been a sitting duck

And, you will land up each month thinking - this is too expensive.

So every time some one in your org says - let's restructure the PPC campaign - its time to ask important questions

1. What is wrong with the current structure?
2. What is the estimated performance impact with new structure?
3. Why didn't we think of this structure while we loaded up our old structure?
4. What is the 6month objective?
5. And, do we anticipate another restructure after this :)