Poor performing adwords account - would a new account on a different subdomain be a good way to start a fresh?
-
Hi
We have a client who has a poor performing adwords account and has suggested starting a new account with a different gmail account, different card details and a different subdomain. More specifically we will be using unbounce to create landing pages.
I was wondering the following:
Will Google be able to relate the new account to the old account? If so will they then use the old accounts history with regards to quality score etc...?
The keywords being targeted are in and around "email marketing" which is highly competitive - would a new account struggle at first and need to bid excessively high because of lack of history?
They have a high budget - does this affect how quickly and how Google looks at an account - will they get priority?
Would it be better to scrap this idea and pause the old campaign and start new campaigns in the same adwords account?
Would it be better to scrap this idea and repair the existing campaigns/ad groups?
Keen to get people's thought's on this one as I can't seem to find a clear cut answer from the web.
Thanks
Anthony
-
Hi Jasmine
Thought I had already replied yesterday - obviously not.
Thanks for the advice about optimizing for clicks and when to change to optimizie for conversions. All taken on board!
We are still in the negotiation period with the client but i'm definitely a lot more confident that we will do a good job for our client taking on the advice received here.
Thanks again
All the best
Anthony
-
Thanks for your feedback!
Where CTR is concerned, maybe putting the campaign on Optimize for Clicks and seeing which ads Google favors. Then pausing the lower CTR ones. After you have 15 conversions/mo from 1 campaign then you can put the ads on optimize for conversions. That will help bring down CPA.
I think keywords more like "help with email marketing" or "email marketing info" might be better than just the head term. But it really depends on exactly what you're offering in exchange for their contact info.
-
Thanks Jasmine Aye - it really sounds like you know what you are talking about.
It's mainly CTR and cost per conversion that's really poor.
We will take your advice and work with what we already have.
On of our clients goals for people to fill in a contact form in order to get them to sign up to managed email campaigns so I guess just "email marketing" is too broad. Would you agree?
-
Thanks fidelityim - That video is very helpful although it freezes with a minute to go!
It is poor performing because of poor click through rates and poor conversion rates - cost per conversion is really high.
We are going to create new campaigns within the same account and have a well thought out, well structured ad groups. We are going to pad this out on paper before we actually put it in adwords to make sure we have it absolutely spot on from the start.
We already plan to bid high at the beginning until the quality score improves.
So I guess my question has been answered - create new campaigns within the same adwords account
Thanks for taking the time to answer - we really appreciate it!
-
Hi Anthony,
I don't think that creating a new account for your client is the best solution. Google sees subdomains a little differently for SEO work, but for AdWords it's just another page. And I'm fairly sure Google won't favor those who are spending a large amount, because large is a very relative term when it comes to advertising.
I would recommend working with what you have now for the next few months. If there is an abundance of spend, then using that spend to A/B test ads for the best CTR will impact your keywords more than the type of account switching you are referencing.
That being said, make sure your account structure is sound. Separating adgroups by keyword intent then creating new directly-related ad copy will help increase your quality score.
I'm only assuming you are referencing Quality Score when you say the account quality is low. What are you using to determine quality? Are you seeing conversions? How long do visitors stay on the page? What is the overall picture you're looking at? Looking at the quality of traffic you are delivering to the site will help you determine if these keywords are best for you.
For example, bidding on a head term like 'email marketing' will get people interested in what it does. If you plan on promoting content that will lead to a sale, then let your ad reflect that on this term. However, if you are looking for a direct conversion/sale/lead/etc, then 'email marketing' is probably not your best choice of keyword.
In short, analyse the quality of traffic you are receiving and communicate that back to your client so they know that even though the account isn't at Google's limits of perfection, it is benefiting the company and AdWords is working.
-
Hi Anthony,
In what sense is it a poor-performing account? Just in terms of your ROI? You're talking about using new landing pages, that suggests to me you're not receiving a good ROI.
Your post seems to suggest that you're thinking that having better performing landing pages will result in Google giving your client some priority (i.e, increase in quality score). There's really only the smallest bit of truth to that notion.
According to Hal Varian, Google's chief economist, your landing page only accounts for about 10% of your quality score. The largest factor in quality score is your CTR, which represents about 60% of QS and the notion of 'relevance' is about 30%. You can check out video I've attached.
As far as your client's large budget, I've never seen or read of any evidence suggesting that the total amount of money that Google makes off an advertiser has an impact on Quality Score. Obviously the max CPC bid for individual keywords has an impact on your client's position (Ad Position = Max CPC x QS), so if your client is looking to bid very high amounts for individual keywords, that will certainly help with where their ads will show up.
-
Thanks David. So you think pausing the current campaigns (about 12), and creating new ones in the same adwords account is the best option.
Would you advise to keep the old campaigns to be paused forever, or delete them once we see CTR and quality score improve in the new campaigns?
-
I find the best option in most cases is to just run a new campaign since you will have a fresh start on the campaign level. Also google does have domain data they carry over to new accounts.
Not sure the hassle is worth the small gain of starting a new account unless the account has bigger issues then bad performance.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Have you had success using adwords to promote blog content?
From time to time I see an ad pop up in search results for blog content and have often wondered how much success these ads have had in promoting the specific post. Does anyone have experience with this? What results did you see?
Paid Search Marketing | | unikey0 -
Google Display Network had 3000 new placements in May
Hi all, I'm running through traffic figures from May as there was a huge spike. This is down to a spike in Adwords, specifically the Display Network. In May 2014, there is a total of 4337 placements. In April 2014, there is a total of 1561 placements. With nearly 3000 new placements where the ad could be shown, would anybody be able to explain as to how and why this has happened? I've run through the change history, and nothing i've done explains the extra placements. Auto add placements was on, but has been on for 12 months with no more than 50 extra per month. The only change that has been done that may link is I've added a mobile phone extension on ads displayed on mobile devices? The significant extra cost has been of no benefit to the campaign, as the advert displayed on various apps, forums and irrelevant websites.Would be great if anybody could shed some light here! Thank You
Paid Search Marketing | | Whittie0 -
Changing Adwords campaign titles still mess up Analytics data?
Recently, Google announced an update in de Google Analytics Adwords integration that should wield out the ancient trouble caused by changing your campaign titles in Adwords. http://analytics.blogspot.nl/2013/07/new-adwords-integration-platform.html?utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer&utm_content=buffer6bfb4 Two months have passed, but I still see double entries for the same campaign after a (minor) title change. Are they still busy rolling out the update to all Analytics account or is there something wrong with our Adwords<>Analytics integration? What's your experience? iO9Vafz.png?1
Paid Search Marketing | | RBO0 -
Why you should never use Google Adwords To Conduct Key Word Research
Buongiorno from 22 degrees C too damn humid Wetherby UK, The other day a client wanted to know how much a ppc campaign would cost with a specific bank of keywords. So off i went and loaded in the key words and set the ads thinking it was not live.... A week later i get a tap on the shoulder asking why weve been invoiced for £xxxx oh dio mio!! The damn campaign went to live. So ive got two questions: 1. Do Google adwords automatically go to Live once youve loaded up phrases and ads, i really thought it would have made it more obvious, A " Would you like your campaign to go live" prompt would have been appreciated. 2. As a safety measure is configuring a Google Alert in Analytics to ping when paid traffic is picked up not a bad idea just so ive got a warning sytem set up so to speak. Grazie tanto,
Paid Search Marketing | | Nightwing
David1 -
targeting different keywords for site
A site i am working on seakayakingdevon.co.uk, currently optimising for sea kayaking wishes to target alternative keywords such as - canoeing, canoe trips etc. more importantly rank higher than a dedicated local canoeing center site. The issue is he provides kayaking trips and courses and not canoeing but believes a a large percent of his targeted market actual mistakenly searches for canoeing when they actually mean kayaking or simply have no preference - i.e kayaks are often confused with canoes especially with people who have no preference but are more inclined to search using terms related to canoeing, canoe day trip etc. As his site is geared to what he actually provides, I have advised that he would struggle to target such terms as he has no content relating to canoeing and risks the overall ranking positions and SEO efforts for sea kayaking terms.( As these would have to be diluted and would no longer relate to the actual page content.) What method could he deploy without sacrificing the sea kayaking optimisation? I realise he could optimise the site and content for both but question just how successful this would be when compared with the loss of dedicated sea kayaking audience. Is it really worth targeting keywords for service he doesn't provide? On a separate note the site is doing reasonably well since optmisation for localised serch terms but would like to target a wider UK audience as well i.e. tourism to the area. thanks
Paid Search Marketing | | Bristolweb0 -
Can I pass keyword match type through the Adwords dest URL?
Hi guys, I'm currently using duplicates of the same keyword with different match types, and I'd like to pass the keyword match type through the query, the same way I can pass the keyword and creative. ie. http://my.site.com/?kw={keyword}&kwmt={matchtype}&aid={creative} As far as I can tell, Google allows you to pass the keyword, creative (ad id), network and a mobile flag. Microsoft allows you to pass the match type and and ad id, and I want to be able to do the same in my Adwords. Is this is possible, or is the only way to create different ad groups for each match type and pass a custom query? Cheers, Jez
Paid Search Marketing | | jez0000 -
Any body hear anything about this new feature in adwords?
Any body hear anything about this new feature in adwords? (see image) srqN9.png
Paid Search Marketing | | DavidKonigsberg0 -
AdWords question on text ads
Hey all, I have a certain format I want to follow on my text ads across several ad groups. I deleted all the past ads and only three ad groups remain with ads that follow this format. When I hit add new ad group, the ad come pre-populated with the text of a now deleted ad and I cannot for the life of me change it. I would love for one of my active ads to come up as I only have to change one name and one number in each ad. How do I control what that default ad is? How can I make it stop being an ad I have deleted. Please help!
Paid Search Marketing | | DanDeceuster0