Our company has had a single Adword campaign with multiple ads in it since 2005. Keywords like widget, 3d widget, widget company, widget software, etc. In February the higher ups decided to 'redistribute marketing dollars' which means we paused our whole campaign. They now want to turn it back on and totally redo it so it is more fine tuned, exclude certain areas of the country, etc.
My first question is if it is better start a new campaign or modify the old campaign to meet our new needs? It seems like it would be more streamlined to start fresh but it also seems like it would negatively affect our campaign to start from zero. One ad group in particular has over 4 million impressions.
My second question is in what circumstance would I want more than one campaign anyway? What are the advantages of splitting the ad groups up into multiple campaigns? I've read through the forum and noticed a lot of you have multiple campaigns but it sounds like you manage Adwords professionally or do affiliates programs. This is one company and one website.
I understand your concern in going to a new campaign but you might want to streamline your current campaign, then take everything you've taken out of that campaign and make new campaigns for those. Even if you do suffer a temporary hit, it's important to be as focused as possible because this should increase your quality score and thus lower your overall costs. Moreover, it will further narrow the people who are clicking to be the people who are most likely to buy.
One thing i am looking forward to doing, since we are a global company, is setting up new campaigns for the multitude of foreign languages our customers speak. I think this could really help us out in our exposure to foreign markets which is going to become increasingly important as the US Dollar continues to decline.
