Restructuring an account can be a daunting task, and it’s tempting to just abort an account and begin anew. Of course, there are advantages to restructuring an existing account, you will be able to maintain historical performance data and work off of existing keywords and settings that are performing well, however the clutter of paused ad groups, ads and keywords can be distracting and difficult to navigate.
Starting over offers a clean start, free from the temptation of going back to failed but alluring initiatives and practices- and because the account is brand new, data integrity cannot be compromised. That being said, the early days of an account are the most expensive, and depending on how mature the account is, the cost of lost time and increased spend may not be worth it.
No one but you can know whether or not it makes sense to restructure your account, but if you decide that restructuring is necessary, the remainder of these materials will help guide you through some of the best practices and tools that will help you get your account back in shape.