I’m completely putting this on a random idea that crossed my mind whilst wandering the fruit ‘n veg aisles of my supermarket:
PPC (PAID search) is exactly like cress, the most wonderfuly natural thing in the world.
Reasons for this?
Think back to science class, when you grew cress in a variety of conditions: One lot of cress in the dark, one lot without water, one lot without soil etc.
If you imagine PPC as the cress seeds:
Budget/bids are sunlight
Decent account management is water
Keyword and adgroup structures are soil
Strategy is warmth
If you get the mix right, then the campaign will grow and grow and grow, like a box of cress. Then you can plant more and do it all over again.
Just an obscure thought.