I am currently doing some work for a client who has bought two very similar businesses. They have decided to merge the two to save on overheads, however the brand they are effectively dropping has a very successful high QS adwords campaign.
We will be routing pages on the website being phased out to equivalent mapped pages on the new site over the coming weeks, but as far as adwords goes what is the best option to try and maintain the history of tha account?
From what I've read, URL redirects might not be a good option, potentially seen as deceptive. Also the content on the pages taking over from the existing ones is (currently) significantly different, although still topical, to the content of the site being phased out.
Set up a new campaign for the new domain. Only add the best CTR keywords to it and set them to exact match. Set an exact match negative of the same keywords in the old one. After a month move everything over.