-
Rehabbing a Google Ads account vs starting a new one?
Posted by on January 15, 2021 at 1:27 pmHi All,
I got a new client who ran their own Google ads account for year with all broad match keywords in one ad group and a mashup of RSA ads and maximize clicks bidding. They also had no conversion tracking but the phone rang so they assumed everything was working.
Anyway, i completely rebuilt their campaigns and implemented a quality score tracking script. 2.5 months later the weighted avg QS has gone from 2.96 to 4.14. There has also been other improvements like the % of ad copy below average has gone from 54% to 40% although I know based on CTR’s and other signals the ad copy is doing fine I think it just takes a long time for google to update these ratings.
My question is this. When you get an account that is in bad shape like this, is it better to just open a new account for the client and start fresh or does this not matter as it’s tied to billing info and other factors?
-
1 Reply
-
I’d keep using that account. There might be some drawbacks, e.g. the expected CTR might take a hit because it takes the account’s CTR history into account. But as long as you manage the account well from now on, I think that will not make a significant difference. There is also the advantage of having a history of sucessful payments although that isn’t measurable in numbers either. I would definitely create new campaigns, though.
Log in to reply.