In terms of successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables that can determine the prosperity of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that can improve your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and expense per conversion very quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, would be to avoid making too many changes at once (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover needs to be monitored and improved constantly, as they will change and need adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you ought to practice it: Split testing your ads is the best way to reach the very best ad copy or image ad. The process is simple, yet more than 85% in the AdWords accounts we take control, this wasn’t being done from the previous agency or the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This process also pertains to Bing ads and is also conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (any further will extend time essential to determine a success) for every ad group with one major difference being tested (i.e. headline, call to action, display url, landing page, etc.). Make use of a statistical significance testing calculator to determine if you have a success. When you use this calculator to check which variation met your primary goal more consistently, your “tries” and “goals” can be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up another test split test.
As soon as your account has built up some data, you’ll start to see negative or positive trends on certain days of the week. You can leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
The best way to optimize Adwords for that strongest days of the week: Log into AdWords and select a campaign or start by studying the account overall.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to find out some variance between days. This is different for each account according to traffic and the degree of difference in performance between days. Adjust your ad agenda for each campaign according to 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 start working on day parting (eliminating or optimizing hours from the day).
Day Parting is nearly the same as the strategy above, except it means the hours from the day rather than days of the week. Different parts of the day will work far differently as well as the goal is always to utilize your finances as effectively as is possible each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data in the campaign level. Set your dates to the best balance of recent and showing enough data to view some variance between hours. With this analysis you may want to look at per week at the same time or even better, pop it into excel assess hours of only certain days for a longer period of time.
Head up to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for the hour segments you want to control separately (for instance: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the rest from the segments your ads should be running, because when you put in a schedule, your ads is not going to run during any qykycw which are not because schedule. Now you’re able to set a bid adjustment for every segment in 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 adjust your finances on these days accordingly u