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When you a large account from another agency, what do you do?
Curious what people’s processes are when taking over an account from another agency. Especially large ones with years of history.
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1 Reply
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Do an account audit and take it from there.
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There’s usually tons of keyword bloat so oftentimes I find the handful of keywords that actually convert, find the ad assets that perform the best, etc. and build new, leaner campaigns.
A few times I’ve recommended the client create an entirely new account and rebuild there because the Ad Rank and associated history with their old account is just too toxic to undo (got this as a random tip from a Google account rep years ago and it actually worked; one of the only wins they’ve ever given me).
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You should already have a process for onboarding a new client that would include discovery meeting(s), client registration (information gathering), and account auditing. From there you can create a strategic plan to execute changes and new campaign builds.
It’s nice, also, if you’re able to have discussions with the previous agency, but that rarely happens in PPC where there’s a dog eat dog attitude.
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