Today’s question comes from AJ, in San Diego. He wants to know the pros and cons of creating a new brand account for a client vs. using the client’s old account. Thanks for listening!
Chris: Hey guys, welcome to the PPC Questions and Answers Show. This is a show with two guys, that listen to our listeners, and we answer the listeners question after they’ve listened to our main show, The Paid Search podcast. Jason, is my co-host. Jason, does that make sense? Do you understand what I just said?
Jason: I can follow. Yep, I understand.
Chris: Well then if Jason understands, then I know that our super smart listeners definitely understand. So today’s question comes from AJ from San Diego. I’ve been to San Diego. AJ, you live in a beautiful area, the land of fruit and nuts, as they say. So AJ’s question is about the age of an account, okay? An account being your ad words account. So Jason, AJ has a very thorough question, and we appreciate all the detail, but I’m just going to summarize it for time’s sake.
Chris: Basically, AJ wants to know, his agency will take an account that’s been around for 10 years, maybe longer, and they’ll have access to it, use the information in there to create a new account under their own authority and manage this account and leave the old one paused. What do you think about this? AJ is concerned because he feels like they’re leaving something on the table. He feels like they’re leaving some authority, something that this old account had that the new one may not have. What do you have to say about that, and do you think this is a mistake, you think this is okay? What’s your practice on this?
Jason: Well there’s two ways to think about, there’s the ad words data technical stuff on one side of the spectrum and then there’s the business strategy stuff on the business side. So in terms of agencies of owning the ad words account versus being a guest in the client’s ad words account, Chris, I’ll just be straight up with everybody, for, like not very small, but just small to average clients, I’m totally fine being a guest in someone’s account, going in there. I honestly prefer it because you can get old data, you can look at what they were doing, you can get nice comparisons from what performance they got versus performance you can get. It just keeps things easy. The billing information’s already on there.
Jason: But business wise, if you’re working on very, very large accounts and the strategies you’re using you don’t want to give away, and be at the mercy of clients who would shop around and that kind of stuff and abuse that authority, it kind of makes sense to own the account yourself, depending on how valuable the overall account is. So for small accounts, it doesn’t really matter to me. Business wise, for very, very large accounts where I know what I’m doing is very unique and very valuable, I kind of want to own those accounts. But I don’t run in to that situation hardly at all, Chris. So for the most part business wise, I’m going in there, to a clients account and being a guest.
Jason: Now, when it comes to the technical side, and built up authority, built up quality square history and all that kind of stuff, I really am kind of like am, I’m just a person who’s looking up at the stars and howling at the moon. I don’t know any of this technical stuff, I don’t know why we all think old accounts matter and all that kind of stuff, I just know that it kind of seems to matter. And I like getting into an account that’s already been running and has no issues with the ramp up period, as I’ve talked about before.
Jason: So Chris, in terms of performance and authority, I do like going in to those old accounts when it’s not a business problem and when I’m happy to have the client own the account. I don’t really know why though, Chris, so do you have any thoughts on old accounts and is there technical stuff built up and is there an old quality score?
Chris: Yeah. AJ, I’m going to just say, you are absolutely leaving something on the table by creating a new account with something that’s 10 plus years old. I’m not going to say what that is, because just like Jason said, it’s a black box. We don’t know, but I can tell you from the information I’ve seen, I have had clients that are in one industry, that have a new account, and then I have other clients that have a 10, 12 year account and I see cost per click differences 10 times cheaper. It’s something magical about it that just works really well and I would absolutely say based on those, I don’t know what’s causing it, I’m not going to say for sure that there’s an account quality score, but it sure seems like it.
Chris: There’s things like that, just we just don’t really know. But from the numbers I’ve seen, I can absolutely say that there’s a difference and there’s certainly a reason why you would be leaving something on the table by not using an old account data.
Chris: All right, well that’s it. Hope that was useful AJ. Thanks for sending in your question. If you, my favorite listener right now, would like to send in your question, get your question answered by the great Jason Brothman, you can go to pagesearchpodcast.com and send us a question and we will answer it on air. So that’s it. We’ll catch you next time. Thanks for listening.