New Adwords Account To Replace Old Low Account Quality Score

[94501]

I'm dealing with an old adwords account that has been managed by a wide variety of people over many years.

From what I can tell, the account has always struggled with low kw quality scores. In addition to other quality score improvements (SKAGs, better landing pages, more ad testing for CTR), what do you think of throwing in the towel on this account and starting a new adwords account... importing the better part of the old account?

Any hidden pitfalls I should be aware of and precautions to take or is it all opportunity to start fresh?

Thanks!

[Alick300]

Yes I agreed on that . You should start afresh campaign and pause old campaign.

[94501]

Hi,

Thanks for the response. To answer your question, some quality scores for KWs that produce cost-effective conversions are as low as 1 to 3!

Yes, but if you look at CTR for the first 4.75 years of some of these 5 year old campaigns, it is greatly improved... previously less than 1% and now about 3%. In the case of new campaigns or a new account, yes, the KWs will start with a 6, but it won't have that anchor of longstanding bad CTR affecting account quality (in the case of a new account).

I just think it would make alot of sense to start fresh with first new campaigns and if that doesn't do it, a new account.

[Alick300]

Hi,

First of all if you are going to keep everything same like keywords, landing page, ads I don't think QS will improve in new campaign( no need to create new adwords account but yes yo can pause/delet old campaign and create new campaign).

What is current qs range in your campaign.

You should also use more restrictive keyword match type and you have to keep eye on 'search terms'.

*IMO creating new account will not help because qs will start from 6 in new campaign and after 1000 impression your real qs will start showing

Hope this helps.

Thanks

[irapasternack]

My first thought was that starting over goes against AdWords policy, but in trying to verify that I can't find anything on google.com indicating that this is the policy.  This article does say it is against policy, http://www.ppchero.com/ultimate-guide-to-adwords-quality-score/, but I can't find any other reference to this policy on Google or otherwise.

This thread has some slightly dated but still relevant info on the topic - https://www.en.advertisercommunity.com/t5/Advanced-Features/Implications-of-Starting-Over/td-p/70062#.

Given that current site performance is weighted more heavily that past performance, if you've already got the account performing well, you might want to keep it and just clean things up by deleting the old messy campaigns. But if you still have a mess and poor performance, starting over may be warranted.