There will come a time in your running your eCommerce store that you will either need to transfer control of your campaign to an agency or move your Google Ads account from one agency to another.
When doing this there is a chance the new Google Ads Manager will suggest rebuilding your Google Ads account. Starting a Google Ads account again, can in many cases be a luxury that many eCommerce companies can not afford from both a time and money perspective. Particularly if you are a smaller online store, your monthly invoice from Google can be your largest or second largest outgoing after staff and any unbudgeted spending increases can lead to an interesting conversation with your accountant!
Another thing to consider is the trading pattern of your Google Ad account, always look at last year’s data before you take the decision to restructure. Even the best-planned restructures will cause a small amount of turbulence.
One of the key pros of restructuring a Google Ads account is the increase in sales you can achieve. We have seen really poor setups usually when a campaign has been passed on from one agency to the next, or if the previous agency was too afraid to tell the owner that the Google Ads campaign need rebuilding when they took over from the owner. A well-structured campaign can really improve the ROI of your account.
Experienced PPC experts will have their own way to restructure an account, but if you’re new to this, here is a handy checklist:
- Has it been set up that way for a reason? People looking at old accounts will see what appear to be odd quirks, however, sometimes they’re necessary pieces of a much larger jigsaw.
- Is there a handover period? Ask questions to the person previously managing the account. If you have the account creator/manager available for any amount of time, make sure you ask your questions. Structural decisions in accounts are made for a reason; sometime however senior management like things reporting on in a certain way. Things like Google Ad Scripts. If you don’t ask questions, you could be losing the benefit of something that took months to set up and could save you several hours a week later on.
- Are there any signs of bad practice? This will be the key factor in deciding how urgent you need to restructure. Are you using 3 ads per ad group? Are the ad groups themed? Is the clickshare of Exact:Phrase:Broad sensible? Are there any huge search queries costing a fortune that could be killed off with a simple negative keyword?
- When is your next busy period? Your decision needs to be a sensible one, there’s no point starting from scratch a week before your biggest retail period, unless your account is a BIG mess. If you’re about to enter a busy trading period, it’s often better to work through as your are and then make changes after with a full-scale restructure.
If you need help with your Google Ads PPC campaigns why not sign up for our FREE PPC Audit or if you are looking to set up your first campaign contact one of our PPC marketing experts to discuss what we can do for your website.
