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Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

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Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

One of my clients is in travel and offers boat tours between a couple of tropical islands. He offers a 'standard' tour on a standard boat, and a 'luxury' variant on a smaller boat for high-end customers (more $$). Business is doing well and he is planning on splitting up business into separate entities and selling the 'standard' tours. (he likes the posh Smiley Wink He is launching a new label for luxury tours right now.

 

He asked me if i can help with PPC for the new website for the luxury brand, next to the current site.
Both the 'standard' audience and the 'luxury' audience use the same keywords searching for his service. There's little long tail.

The idea would be to have both websites (example: caritours.com and luxurycaritours.com) show up for the same keywords in Adwords.
Different business entities with different websites, different look&feel, offering different services (low-end versus high-end), for different prices.

 

However, in the end, the service is delivered by the same persons (holding company).

 

Adwords is very competitive for the keywords we're targeting and i expect competitors to report this tactic as double serving.

 

Anyone have experience with situations like this? Will we be at risk?

2 Expert replyverified_user

Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

Rising Star
# 2
Rising Star

Hi Boeli K,

 

My 2 cents would be to position the luxury variant as another option in the same website. You might end up increasing your own CPCs by advertising another website using the same keywords and target location. Also, the website/brand would have earned some amount of trust from both search engines and users which needs to be built again for the new website.

Sumanth Sridhar

Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

Top Contributor
# 3
Top Contributor

It sounds that  you are targeting  the same audience A (tourists, though with slight change in income) in the same Geo area, by the same business entity (the split is more technical than a   separate business) - hence only one account, two campaigns. Two accounts will be a violation

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

thanks, 

 

It is our thought that we target a separate audience (as in, really completely different people: think high end Mercedes, BMW's versus a Toyota Prius) , although we use the same keywords.

 

As for different business entities, it is our thought that although they share the same stakeholder (a holding company) they are different. Different service, different pricing, also partly different people delivering the service (they do share the same reception currently though).

 

so how do we know what Google defines as a separate audience, and when are business entities different?

Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

Top Contributor
# 5
Top Contributor

Google does not go to that resolution. All other car buyers.  One can have a BMW and other Toyota at home. Using the same keywords underlines that the audience is similar: all are car buyers. The audience is defined - in this case- based on the Geo location.  Using different accounts is a violation.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

2 Sites on 2 different accounts can advertise the same stuff.

 

SEE: http://searchengineland.com/double-serving-myth-one-company-monopolize-ppc-ad-results-174330

Risk of Double Serving? 2 accounts for Low-end and High-end offerings.

Top Contributor
# 7
Top Contributor

@Bob yo

This is an old article , and thouh published by a very reputable blog, has several mistakes, and is outdated . The Policy was changed in 2014.

This is the reason we ask not to post links to resources which  are not by Google or endorsed by Google. The content of external resources might not be accurate. 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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