When management began, there were 84 campaigns in the account, all targeting similar keywords, with multiple instances of keyword overlap.
Using Data Density to power bidding strategies and increasing lead count
Campaign consolidation gives the opportunity for more data dense campaigns, allowing more efficiency and optimisation when using automated strategies.
Instead of having 2+ campaigns focusing on a match type each, having one campaign with both match types may not necessarily have an immediate impact on total impressions, but by giving bidding strategies and other automated process more of that traffic data in a single location, it helps with the efficiency of how these are run.
Consideration of the capabilities of different channels
Microsoft Ads is not as up-to-date as Google when it comes to efficient use of data and automated strategies, so must be approached with a different strategy. This made more use of granular build outs and practices that may have been considered at a different point in the history of Paid Search.
Landing page optimisation
In addition to the above account structuring, landing page split tests were initially set up so as to send as much traffic as possible to the page structure with increasing conversion rates.