Taking over an existing PPC Account: Best Practices

(searchmarketingnow.com)

If you work in PPC advertising, it’s bound to happen eventually: you take on an existing PPC campaign or account, either started by a predecessor or by a previous agency.

You would think that taking over an existing paid search campaign would be easier than starting from scratch but that isn’t always the case. You may inherit an account that is a complete mess, has a record of low quality scores that may take time to overcome, or has been mismanaged so poorly that the historical data is absolutely worthless. As well, you may be deceived by the creative and keyword directions and end up repeating the same mistakes as your predecessors.

In this webcast, PPC expert Josh Dreller will share his experience, and shed light on how to make the transition as smooth as possible, and what to look for in the process.

Some of the topics that will be covered in this webcast include:

* How to quickly determine how bad (or good) the status of the account
* Should you try to revive this account or start fresh
* Some deep dive analysis points that can be invaluable for the future of the account
* Best practices for what to keep and what to toss