![]() ![]() If you can see that certain ad copy had been tried in the past and not worked, you will know not to run it again. You will typically need a lot of data to work with in order to prove any trends and statistical significance with this kind of analysis so by having a long-standing account you will be better-equipped to deal with this kind of insight.ī) It allows you to not to make the same mistake twice. This kind of data can be used for more detailed analysis such as how conversion rates vary by hour of day, by different locations or in different weather conditions. Even though conversion rates are likely to change over the course of time, the relative performance between different elements of the account may well stay the same. You can assess the trends taking place in the market and see how your keywords, ads and landing pages have performed over a number of years. Peter Whitmarsh, our Head of PPC explains the benefits of having long-standing AdWords accounts:Ī) You have more data to work with. If you have to start a new account for any reason this will be a disadvantage. AdWords accounts benefit from being run over a number of years. Account history has an impact on numerous areas of account performance and ultimately will impact on your ROI from paid search. Starting from scratch will inevitably mean your AdWords performance will suffer. Your AdWords account and its data is a huge asset, one you should fundamentally protect. ![]() There are a multitude of reasons why this is the case: 1. As an in-house marketer myself, it seems absolutely clear – you MUST retain ownership of your AdWords account even if an agency is employed to manage it for you day-to-day. I am still astonished by how many companies allow agencies to take full control. The approach to transferring this account may differ, but it’s certainly worsened when a dispute or any ill-feeling arises between the two parties. In scenarios where a business doesn’t have access to their account and decide to leave that agency, they are very much at the mercy of the third party. Some (less scrupulous) agencies will use lack of account access as a way to tie you into a contract – if you know there is likely to be a dip in performance or a painful process to gain access to your account when you leave, then you may well be reluctant to do so meaning the agency retains your business longer! I decided to cover this topic because increasingly I hear about prospective clients fretting over their AdWords accounts because their previous agency is the only party with access to the account and it’s data. ![]()
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