Separate Adwords accounts?

[LeoXIV]

Hi folks,

well it has been copule of years since i used Adwords extensively, so here is my question:

1. imagine you have 2 different buisnesses [ie sites]
2. it seems adwords has changed and there are performance factors.
3. if the performance[or any other factor] is measured 'account wide', is it better to use separate Adwords account to mangange two different businesses?

what do you think?

thanks

[edd1]

They won't consider 2 sites to be 2 businesses especially if the topics are similar. They won't be happy about 2 accounts and it's very easy to double deliver 2 ads for the same search term which they very, very much won't like.

1 account always best if poss.

[LeoXIV]

oh i see, yes i saw that "double delivery" on adwords TOS.

however i guess i didn put it clearly:

my adwords account has been pretty much idle for more than 2 years. and the first business is actually closed! and i want to use adwords for a new endeavour.

what concerns me is that if the previous 'history' of ctr/cpc/performance would 'unintentionally' burden my new campaigns which are in totally different market!