With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You can find countless variables that can determine the achievements of your campaigns and collectively the account. While adwords PPC management account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that will boost your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and cost per conversion quickly. However, one of the fundamental rules in Pay Per Click Advertising Management, would be to avoid making too many changes at once (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover needs to be monitored and improved constantly, since they can change and require adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only way to arrive at the very best ad copy or image ad. The procedure is simple, yet for over 85% from the AdWords accounts we take over, this wasn’t being done from the previous agency or the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This technique also pertains to Bing ads and is also conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any more will extend enough time necessary to determine a winner) for each ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Use a statistical significance testing calculator to figure out when you have a winner. When using this calculator to evaluate which variation met your goal more consistently, your “tries” and “goals” can 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 built up some data, you’ll start to see positive or negative trends on certain days of every week. It is possible to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
How to optimize Adwords for your strongest days of each week: Log into AdWords and choose a campaign or start with exploring the account as a whole.
View weekly performance under the “Dimensions” tab, then “View:Day of Week.” Set your dates to the best balance of recent and showing enough data to find out some variance between days. This is different for every account based on traffic and the level of difference in performance between days. Adjust your ad schedule for each campaign according to best and worst days. For Bonus Points: Create AdWords Automated Rules to increase or decrease budgets based on the day of each week, then move on to day parting (eliminating or optimizing hours throughout the day).
Day Parting is very similar to the strategy above, except it refers to the hours throughout the day as opposed to days of every week. Various areas of the morning will work far differently and also the goal is to utilize your finances as effectively as possible on a daily basis. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at eavvyq campaign level. Set your dates towards the best balance of recent and showing enough data to view some variance between hours. For this analysis you might like to look at every week at a time or even better, pop it into excel assess hours of just certain days for a longer period of time.
Visit “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you need to control separately (for example: if you want to raise bids from 2-5pm, add this segment in separately). Be sure to also add, all of those other segments your ads should be running, because when you put in a schedule, your ads will never run during any times that are not in this schedule. Now you’re ready to set a bid adjustment for each segment from the schedule based on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to modify your financial budget on nowadays accordingly using automated rules.