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reorganizing paid search accounts

For SEMcast #6 Kelly dives into the dilemma of inheriting a paid search account. Given that historical consistency in data and quality scores are both really valuable paid search assets, naturally anyone is hesitant to just wipe the slate clean. At the same time, an account with poor structure, or limited ability to scale efficiently isn’t helping you any. Strategies to mitigate risk and still get paid search accounts to a better structure are discussed.

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