Hello, I manage campaigns for a large PPC advertiser. We've been considering restructuring our campaigns because they are fairly disorganized and scattered. This legacy makes it hard to manage keywords and it prevents our bid management provider from bidding in the most efficient way possible. As we start to open new accounts however, I'm increasingly worried about losing our account history and quality score. Our Google reps have assured us that this will eventually rebound, but I'm not so sure. In a couple test cases, our CTRs have dropped and CPCs have soared. If this downgrade in quality is truly short term, we can afford the hit. But I'm beginning to suspect that because our accounts are so (relatively) old and and our spend puts us at the top in our vertical that we could be turning our back on an exceptional account history that we won't be able to replicate again. Any thoughts on this? Has anyone ever shifted/restructured an account for a large advertiser and regained their quality score across the board? BarnBurner
i don't see a situation that you get any kind of advantage of creating a new account from scratch - if you think that the campaigns are very bad just delete they and create new ones - in this way you will still save your valuable quality score history for your keywords. When you create a new account: you are absolutely not trustable by Goggle and your keywords quality score are in the edge - Normally takes a long time (months) and money (thousands dollars) of good management to reach a good quality score - if you want to do the right thing don't trash this account - just reuse it.
I also don't understand why you would need a new account. I would suggest pausing the current campaign and coping the new keywords into separate AdGroups. The CPC and positioning may not be as good for some keywords at first in the new campaigns but if the AdGroups are structured better, using more specific ad text for the keywords, then these should start to see an improvement fairly quickly.
Thanks for the ideas...the reality is that we'll exceed the campaign limits of our current account in the course of the restructuring...so the new campaigns and adgroups won't be able to fit in the same account (it's a large campaign, upwards of 1 million keywords).
Keep as much as you can in your existing account and only use the new account when you hit the limit in the old account.
I'll second this one... Specially after the last Adwords update... the rules have changed.... If anyone interested, please PM me for more info Tim
Tim, why are you asking people to PM you in every thread you post in? if you have somthing to say, just post it.
I just did a complete overhaul of an AdWords account that has been running for 5 years now. It has upwards of 20k keywords and over time its structure had deteriorated. What I did to keep the history as much as possible was the following: 1. Make use of as much of the old structure as possible. That means that you determine the best keywords CTR and CVR wise and make the best in each ad group the new topical anchor for that group. 2. Don't delete anything (yet). Instead, put up the new structure next to the old one. Set slightly higher bids for the new ad-groups. They will slowly start to pull traffic. As soon as their performance is up to scratch you can pause the old groups (if you have not used them for point 1 and they are now obsolete) For me personally this has minimized the loss during the transition period. By now the new structure is securely in place and is giving 10-15% better results.