Hi doj464,
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All paid search is currently off... But I'm not sure if I should use a totally seperate account? Insist on using a different credit card?
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It won't make that much of a difference since it sounds like you weren't running the first campaign (with original URL) that long anyway. Changing the URL in the current account or CCard won't change the fact that you will have to jump through hoops since both are relatively new.
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Or can I just create a new account for the new site and create my adwords?
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I would.
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Two days in, my impressions dropped significantly, and our CPC went up dramatically.
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Unfortunately, this happens primarily with all new AdWords accounts and you will have some pitfalls to overcome. Google's policy to evaluate and reevaluate your ads, landing pages, and Max CPC significantly with every new launch, esp. while under 100 impressions. What I understand (from what you have shared), you will have to pay more initially to get your CTR within a range to receive a "Great" quality score. Raising the CPC to get an acceptable CTR is the only significant way to do this with new accounts. Depending on how you have your campaigns set up, you may have to do this for about 2 weeks. Once established after a period and given a "Great" quality score, you should see the CPC's drop somewhat. The CPC for keywords that I'm guessing you're bidding on is competitive to being with though.
AVG CPC's with a MAX bid of $10 -
"accountant los angeles" $4.63
"los angeles cpa" $4.54
"accountants los angeles" $4.82
"accounting los angeles" $4.03
"cpa in los angeles" $4.49
I would like to make some suggestions concerning the new website and from what I understand, the PPC landing page. I do believe it can be improved upon and it is not yet optimized for PPC Campaigns. You need to sell right off the bat. Your audience is already looking for the solution by searching, give them the solutions and answers that they are looking for. Bullet points work best also for PPC since everyone tends to scan for those "key" words to make them say, yes, i'll contact you. I would also place a short contact form on every page right below where you have "Request Appointment". I strongly suggest that you change the button for "request appointment" to a header above the form to say something like, "Get Free Consultation Now". Does the client have any promotions currently going? That also should be on the landing page. Find the USP (Unique Selling Point) and stand out from their competition.
Place a privacy policy and all company addresses with corresponding local phone number in a footer. Build credibility not only with Google, but with your targeted audience. Tell them how many years you have been in business.
Get Google Analytics going on new site ASAP.
You may want to consider getting a separate # or a toll free number so that you can quantify how many leads you are actually getting through PPC. In our experience with lead generation in California, overall they have gotten slightly more calls vs. filling out the form. Not having a separate number would skew the results that you are providing for your client.
Good luck,
~Danielle