1. Manage your expectations and organize your timeline. If you have established a rather complicated PPC campaign that took a while to build, the first step of the process is accepting the fact that you cannot use the exact same PPC account structure for your new website. With the help of your PPC management expert, discuss key points such as the timeline for building a new PPC campaign and the expected point at which the new campaign will meet or exceed the ROI of the previous campaign. It is also important to address the question of whether your clients will get the same results from your new campaign.
2. Decide whether you want to use a new account. Your AdWords quality score should help you determine whether you should create a new account. If it is healthy and the legacy site will go down and be redirected completely, then it is safe to use your old account and move everything over to the new and rebranded site when it goes live. However, if your legacy site will stay active, it is better to create a new Analytics accounts even if your quality score and AdWords factors look okay. Once you create a new one, you can link all your existing AdWords to the new account. Similarly, if the legacy site will stay live and your AdWords account is dismal, creating a new Analytics account is the best way to go.
3. Use your old work. Leverage your old PPC account wherever you can and if applicable, try to salvage parts of your previous accounts. Your destination URLs will all need to be changed and you can certainly save time by looking back at your previous Analytics accounts. Take note of key differences in your current accounts because some keywords tend to perform differently depending on the Analytics tools used.
