Many companies manage all of their Google AdWords advertising for a website within a single AdWords account for good reasons: This is generally required by Google, and it is generally simpler and more efficient than managing multiple accounts. However, Google will allow a company to run multiple AdWords accounts for the same website in certain circumstances, and we see it fairly frequently with our clients.
Some reasons a company might use multiple AdWords accounts for their website include the following: An ad agency set it up for them that way through their MCC account; they ran into the per account keyword or ad limits; or they want to pay for different AdWords ads with different billing information (e.g. different cost sources within one large company, depending on the products being advertised).
One relatively easy and free way of solving this is to combine everything into one AdWords account. Depending on why multiple AdWords accounts are being used in the first place, this may or may not be a viable option. Another way to solve this conversion tracking issue using free Google tools is to use Google Analytics to do the conversion tracking.
Less than a year ago, Google added the ability to link multiple AdWords accounts to a single Google Analytics account. Once the accounts are properly linked, since Google Analytics has information on ads from all linked AdWords accounts, it will properly assign a conversion to only a single AdWords ad (if an ad is responsible for the visit where the conversion occurred). These goal completions or ecommerce transactions can also be imported into AdWords as conversions, where they can be viewed in the AdWords UI just as conversions from AdWords conversion tracking.
Armed with the knowledge to ensure that you are correctly tracking conversions, regardless of the number of AdWords accounts you may be using, you are now ready to optimize your AdWords bids to maximize the number of conversions or conversion value you are getting for your ad spend. With our ability to use AdWords conversions that have been imported from Google Analytics, Finch is ready and waiting to help you get the most conversions and value possible. Why not sign up now for a free audit of your AdWords account(s) to see how we can help you make this next step.