Testing Account Structures

Hey, it’s Myles from Serendipityy.

When I started out, running ads for clients was terrifying.

Firstly, I was spending money that wasn’t not my own.

And second, I didn’t really know what I was doing.

Don’t get me wrong, my theory was good.

I’d watched a lot of YouTube videos, and even paid a large sum to get coached by an expert.

But despite all this knowledge, I was terrified of making changes in accounts.

Because unlike a lot of decisions where the right answer is obvious.

When it comes to media buying, or even marketing in general, it often isn’t.

And what’s funny is that even now, managing £84.5k/month in ad spend, I still don’t know the right answer.

But I do know that this is perfectly normal.

And what’s more important is knowing what to test, how to test it, and how to measure results.

In terms of what to test, the biggest lever for Google Ads is often account structure.

So in this email, we’re talking about that.

Why Test Account Structure?

There are several reasons why testing account structure is important, here’s two.

1. 70% of your conversions may be coming from brand traffic, indicating that you need a different structure that does more new customer acquisition.
   

2. Not understanding how your customers buy. Your best-converting products in Google Ads aren’t necessarily the ones that get the most sales in Shopify…
   

   

   Google Conversions & Shopify Revenue Discrepancy

How To Test Account Structure.

There are 4 steps to testing account structure.

1. Analysis - figuring out what’s going on in your account.

2. Hypothesis - making a theory as why you’re seeing the results in your analysis, and a testable explanation for them

3. Experiment - Testing to see if your hypothesis is true

Here’s a breakdown of each step.