Completely Re-Doing My Adwords

Can I hurt myself?

[P0pcornB0y]

I was analyzing my PPC campaigns recently and I came to the conclusion that I need to fix ALL of them. My adtext really isn't relevant, anymore. Also, the way my adgroups are arranged really doesn't make any sense.

But If I restructure my adwords campaigns, can I hurt myself by that, alone? I've been using adwords now for several years, so the account has been around a while.

I plan on improving my quality score and adtext relevance by a lot (my adtext isn't very relevant these days), so really I'm just scared that Google will see my ads as brand new ads and they will lower my ranking because of it. I know that Google considers the age of an ad in it's PPC ranking, so I'm concerned. Should I be? My account is very old (I've been using adwords with this account since adwords started), so will that help?

I just don't want to totally screw myself.

Any ideas?

[Scotl47]

You will lose the data from your old ads, but I recently did the same thing you are thinking about doing after running adwords for years. Conversions, ROI, and everything is better know that I know what I am doing :-)

Good luck,

[poster_boy]

I came to a similar conclusion about a year ago, so I feel your pain. :)

I think too many people do themselves a disservice by not improving their account structure, keywords, ads, URLs, etc. out of fear. IMHO, in the long-run, you'll be better off by applying these improvements.

That said, I would certainly keep insurance measures in place - such as maintaining the structure of your existing groups, pausing them as you roll-out new and improved groups. That way, you'll have a back-up plan waiting in the wings if something goes wrong...

Good luck!

[Pengi]

It's a trade off - you feel your current material is underperforming because it's becoming stale - yet you want to hang on to its history.

It some point the history will not be worth hanging on to and new material with no history will outperform the old stuff. The trade off is when to swap over.

Why not write the new ads and have them run in parellel with the old ones - then you can monitor performance and turn off the old Ad when the new one is out performing it.