With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are hundreds of variables that can determine the success of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that will improve PPC advertising in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and cost per conversion quickly. However, one of the fundamental rules in Pay Per Click Management, would be to avoid making a lot of changes at the same time (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, because they will change and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the only method to get to the most beneficial ad copy or image ad. The process is simple, yet more than 85% in the AdWords accounts we take over, this wasn’t being carried out through the previous agency or the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This process also relates to Bing ads and is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (anymore will extend the time essential to determine a success) for each and every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Make use of a statistical significance testing calculator to figure out if you have a success. When utilizing this calculator to evaluate which variation met your goal more consistently, your “tries” and “goals” could be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up up another test split test.
As soon as your account has produced up some data, you’ll start to see negative or positive trends on certain days of the week. It is possible to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
How you can optimize Adwords for your strongest days of every week: Log into AdWords and select a campaign or start with studying the account in general.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to view some variance between days. This can be different for every account based on traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Set up AdWords Automated Rules to improve or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours during the day).
Day Parting is nearly the same as the strategy above, except it refers to the hours of the day rather than days of the week. Different parts of your day will perform far differently and also the goal is always to utilize your financial budget as effectively as is possible every day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data at qfwzkl campaign level. Set your dates to the best balance of recent and showing enough data to find out some variance between hours. With this analysis you may want to look at a week at any given time or better still, pop it into excel assess hours of just certain days for an extended time frame.
Visit “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you would like to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the remainder of the segments your ads needs to be running, because when you put in a schedule, your ads will not run during any times which are not because schedule. Now you’re able to set a bid adjustment for every segment of the schedule based on how it performed. If Mondays perform 30% better, try using a bid adjustment of “increase by 30%.” Don’t forget to modify your financial budget on today accordingly using automated rules.