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Old 05-20-2008   #1
cmb
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Managing multiple accounts for one company (different markets, similar products)

I am managing 2 AdWords accounts via the My Client Center.
They are two separate accounts, but owned by the same company. The accounts are different business models within the same industry. Let’s say Widgets for lack of a better term.

Account 1 sells Widgets made by many different manufacturers and is more or less region specific (West coast, and southwestern US). This account has been running full steam for a little over a year now and has a dedicated website that is very successful both in PPC and organic search. The actual brick and mortar is on the west coast.

Account 2 sells Widgets made by only one manufacturer called Blue Widgets and is catering to the Midwest and East coast. This website is completely different from Account 1 in regard to content, look and feel, and the main product. The Brick and Mortar is in the Midwest and it’s a fairly new business, but running very well so far.

OK, here it comes. Account 1 also sells Blue Widgets, but not in the same region as Account 2. The company however wants to create a separate website for marketing Blue Widgets in the South West and West Coast. They no longer want to advertise Blue Widgets via the domain name in Account 1. They want a separate domain like they did for the Blue Widgets in the Midwest since that business is working well. The thinking is a more targeted website needs to be created to focus on Blue Widgets on the West Coast. Which makes sense, and I agree with, but I want to make sure it’s done correctly in the eyes of Google.

Would it be wise to start a new campaign in Account 1 using this new domain to market the Blue Widgets? The Blue Widgets would actually be sold from the Brick and Mortar on the West Coast location that also sells other widgets, but there would be a staff for Blue Widgets only. I ask because technically it’s the same company, just a different way to market Blue Widgets and Blue Widgets only. Or should I open a 3rd AdWords account for this new website. I’m really trying to understand if the company is walking a fine line with double serving ads or any other taboo practice. I don’t think so since the accounts all target different parts of the country and/or specific markets. I hope this makes sense. Any feedback would be appreciated.

Last edited by cmb : 05-20-2008 at 12:21 PM.
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Old 05-20-2008   #2
abbottsys
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Re: Managing multiple accounts for one company (different markets, similar products)

What's your reason for using multiple accounts in the first place? Why can't you market everything from one account?
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Old 05-20-2008   #3
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Re: Managing multiple accounts for one company (different markets, similar products)

For the two existing accounts the reasoning is that they are separate business models with separate bank accounts. Although they are in the same industry with the same company funding them, they truly are two different businesses. I guess I'm looking for advise as to whether or not I should make the Blue Widgets in Account 1 a separate Adwords Account or a Campaign in Account 1. I want to know if it's within the guidelines to do it one way or the other and what might be the better option. Hope this helps clarify.
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Old 05-20-2008   #4
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Re: Managing multiple accounts for one company (different markets, similar products)

If they are going to separate sites you will be okay... also if they are part of one MCC account you will only get one campaign to run for any overlapped terms
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Old 05-20-2008   #5
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Re: Managing multiple accounts for one company (different markets, similar products)

I would make it a Campaign in Account 1 unless it matches your criteria of "..a truly different business". In general be careful of multiple accounts owned by the same entity since it might look like you're trying to double serve.
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Old 05-20-2008   #6
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Re: Managing multiple accounts for one company (different markets, similar products)

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Originally Posted by AussieWebmaster View Post
If they are going to separate sites you will be okay... also if they are part of one MCC account you will only get one campaign to run for any overlapped terms
Thanks for the feedback. I figured as long as the websites are different then it would be ok. I'm a little confused in RE to the MCC comment. Can you clarify?

Quote:
Originally Posted by abbottsys View Post
I would make it a Campaign in Account 1 unless it matches your criteria of "..a truly different business". In general be careful of multiple accounts owned by the same entity since it might look like you're trying to double serve.
Thanks, that is what I was thinking. There is currently a campaign that targets Blue Widgets in Account 1 and I was planning on duplicating it, updating the ad text a bit, and of course the display/landing URLs to match the new website and then taking the existing Blue Widgets Campaign offline and make the new one live. Just to put it out there, I was also was unsure if you could have multiple domains in multiple campaigns in one account. But from your feedback it sounds like it is ok as long as the websites are different. Am I understanding that correctly?
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Old 05-20-2008   #7
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Re: Managing multiple accounts for one company (different markets, similar products)

if you combine the accounts into a MCC - My Client Center - for people overseeing more than one account - they will see you advertising for same words and only one will be allowed to run at a time
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Old 05-20-2008   #8
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Re: Managing multiple accounts for one company (different markets, similar products)

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...I was also was unsure if you could have multiple domains in multiple campaigns in one account. But from your feedback it sounds like it is ok as long as the websites are different. Am I understanding that correctly?
Correct. Different ads in an account can use different domains without any problem.

But AdWords will only serve one of the ads on any given SRP.

Note that this does *not* mean only one ad is ever served for a given keyword. For example: if different ads have different geo-targeting then you are dealing with different SRPs and a different ad could be served to each SRP for the same keyword.

Hope this makes sense
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Old 05-20-2008   #9
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Re: Managing multiple accounts for one company (different markets, similar products)

Thanks, your feedback has been great and I appreciate it.
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Old 05-22-2008   #10
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Re: Managing multiple accounts for one company (different markets, similar products)

Aussie, I don't believe you are correct about not being able to bid on the same term within different accounts in a single MCC as long as they are for different domains. Now you can't bid on the same keyword targeting 1 domain in an account. Abbotrsys is correct about a single account only displaying 1 ad in any given search result though.

You can get 2 separate accounts to display ads on the same domain for a day or so, but then it will be shut off and it is against the TOS.

If it were me, I would want a separate account to manage a different domain. It makes ROI calculation for that domain much easier when you don't have to filter it by campaign. It is also much easier to produce reports for that domain.
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Old 05-22-2008   #11
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Re: Managing multiple accounts for one company (different markets, similar products)

You can get away with it but eventually it can be stopped... personal experience
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Old 05-22-2008   #12
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Re: Managing multiple accounts for one company (different markets, similar products)

I think it depends.... we handle several clients in the same vertical, and there is some overlap with keywords. It hasn't been a problem to use the MCC to manage these accounts.
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Old 05-22-2008   #13
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Re: Managing multiple accounts for one company (different markets, similar products)

then you need to show that they are separate entities...
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