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Keep conv data for CPA and DCO domain rebrand

[ Edited ]
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# 1
Visitor ✭ ✭ ✭

I recently got a better version of my domain. Without saying specifics, it went from something like "thewebsite.com" to "website.com". The propery I recently bought is a much nicer domain, but all of my conversion data is on the old site.

 

I want to change all my ads over to "website.com" from "thewebsite.com" (destination url and display url), but my understanding of how CPA bidding and DCO work are that they are domain specific.

 

Has there been a case where Google has been able to "migrate", for lack of a better word, my adwords history into this new domain? Can Google use the hundreds of thousands of dollars I've spent optimizing my campaign into my new domain?

 

Some notes.. I plan on retiring the old domain entirely, with 301 Move Premanently header redirects, and all of my campaigns are very aged, GDN only, CPA campaigns with DCO enabled in each ad group.

3 Expert replyverified_user

Re: Keep conv data for CPA and DCO domain rebrand

Top Contributor
# 2
Top Contributor

Hi there;

I am not  sure I fully understand the question since:

CPA is a campaign metric; and DCO is based on the content of the website (i.e user's behavior on pages that are likely to convert)

So, my view a 301 redirect should work.

 

But, let me ping   a few of our specialists on migrations. (It's the weekend - it might take a while)

@theniks ; @Dave_Davis ; @petebardo 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Keep conv data for CPA and DCO domain rebrand

[ Edited ]
Visitor ✭ ✭ ✭
# 3
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I would rather not do the 301 redirect, as I would still like my old site to survive as a place for old users, and my new site a place for new users. My first thought is that the data can be "copied over" to the new site, but I'm not sure of the technicalities.

To clarify my question.. you know when you've run DCO and CPA bidding for a long time on a broad set of targeting, and the campaign has stopped bidding on the losing sites, and bidding higher on your higher converting sites? That's the data I would love to transition into my new domain. My problem pivots on the fact that this golden data is tied to the old domain.

Thanks so much for having some specialists take a look! I'm very interested in what they have to say.

Re: Keep conv data for CPA and DCO domain rebrand

Top Contributor
# 4
Top Contributor
Hi Benjamin,
Unfortunately, when migrating to a new domain, you're going to have to take the hit at some stage. This is one of those times. You can use the 301 and it will work but it will be at the expense of your branding.

In your situation, I would migrate each campaign or ad group over slowly and one at a time so as to build up the required conversions. There is no way to manually or automatically migrate conversion data over in the way that you outlined.

One thing that you might want to try, and it's a long shot, is edit your keyword level destination URL to the new domain, then after a while, rotate that URL into your main ad destination URL over time. It's messy but might be worth a try if a 301 redirect is not an option for you. However, if the reason a 301 redirect isn't good for you is the branding, this wont work either.

Re: Keep conv data for CPA and DCO domain rebrand

Top Contributor
# 5
Top Contributor
Hi Benjamin,

I'm confused now. First you say you will be retiring the old domain, then you say you want to keep it operating for the "old users". The strategy for these implementing two is different. If you are migrating all content to the new site, and if both sites use the same server OS and web server, copying all files from on to the other should take care of most of the migration. You may need to change small pieces that connect to the database and things like that. Migration from Linux to Windows server isn't a big problem. Migration from Windows to Linux could be painful. This because of case-sensitivity on Linux. If the links work on a Linux server, they will also work on the Windows server. But the Windows server is not case-sensitive for file names. If case of the file names hasn't been preserved, they won't work when copied over to a Linux server.

If you are going to make an exact copy of your older web site under the new URL, there is no good reason not to 301 redirect all the pages. This help move users to the new site, it will help preserve and transfer your organic pageRank to the new URL's, and it can help with the transition from one URL to another.

Here's what I usually recommend for setting up a new domain.
1. Change the destination URL to match the new url.
2. Put in 301 redirects from the old landing pages to the new ones.
3. Do not change the destination URLs until you have built up a little history with the new landing page URLs.

You can change keyword level destination URLs without having the effect of deleting the ad and adding it back as a new one. Changing the display URL will have that effect.

I would not recommend creating new campaigns. It should work out well for you. As far as I know, the conversion data is tied to the campaign, not the domain.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords

Re: Keep conv data for CPA and DCO domain rebrand

Visitor ✭ ✭ ✭
# 6
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Hey MosheTLV, thanks for the reply. Did you get a reply from the specialists? I am open to a 301 redirect now, as my old domain will not be used anymore and I want my new brand to be all that people see.

Re: Keep conv data for CPA and DCO domain rebrand

Top Contributor
# 7
Top Contributor

@Benjamin ;

Our specialists on the subject Pete and Dave did reply... (See their replies above)

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Keep conv data for CPA and DCO domain rebrand

Visitor ✭ ✭ ✭
# 8
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Your first step: 1. Change the destination URL to match the new url.

Did you mean change display url?

Re: Keep conv data for CPA and DCO domain rebrand

Top Contributor
# 9
Top Contributor

@Benjamin

The destination URL must match the display url after all redirects. 

 

@petebardo could you chime in here? 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Keep conv data for CPA and DCO domain rebrand

Top Contributor
# 10
Top Contributor
Hi Benjamin,

The destination URL domain does not need to match the display URL domain. The display URL domain must match the actual destination after all redirects. That's the top level domain must match, you can show a different sub-domain. Let's say you have 1 domain, www.example.com. The display URL must include example.com, but it could show ww2.example.com as well.

Example:
destination URL: www.oldDomain.com/LandingPage.html
display URL: www.example.com

www.oldDomain.com/LandingPage.html 301 redirects to www.example.com/LandingPage.html

The final destination, after all redirects, is www.example.com/LandingPage.html
Display URL must show example.com as the top level domain.

Keep your destination URL's the same, but implement a 301 redirect from your current landing page to the landing page on the new domain. This will help the system retain some of the "juice" it has with the old domain.

Do the same for all pages, redirect them to a specific page on the new domain. Then open a Webmaster Tools account, if you don't already have one, and submit a change of address. This will transfer all the organic "juice" from the old domain to the new domain with minimal impact on the organic pageRank. Keep the old domain running until SERPs no longer show the old domain. It doesn't take long, but I'd suggest at least a month.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords