When it comes to managing AdWords, something I’ve come across time and again is that lots of accounts are oversegmented. I’ve seen AdWords accounts with almost awe-inspiring intricacy. No dimension unsegmented; no campaign setting untweaked; no minute negative keyword unadded. I think we’ve officially reached the point at which some of you are too good at your jobs.
Automation is better than it’s ever been. It’s so good, in fact, that it often beats oversegmented, even overengineered accounts. Campaigns can be segmented by devices, match types, audiences, geographies and more. Campaigns shouldn’t be segmented by all of those.