With regards to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You can find hundreds of variables which will determine the success of your campaigns and collectively the account. While an optimal Adwords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that may improve PPC optimization in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, conversion rates, and price per conversion almost immediately. However, one of many fundamental rules in Pay Per Click Advertising Management, would be to avoid making too many changes at the same time (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, as they will alter and require adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the best way to get to the most beneficial ad copy or image ad. The procedure is simple, yet for more than 85% from the AdWords accounts we take control, this wasn’t being done through the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This technique also applies to Bing ads and is also conceptually exactly the same 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 provides you with more control over your optimization. Create 2 ads (any further will extend enough time required 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.). Utilize a statistical significance testing calculator to determine when you have a success. When you use this calculator to test which variation met your ultimate goal more consistently, your “tries” and “goals” may 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 commence 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 based upon strong and weak days.
The best way to optimize Adwords for that strongest days of every week: Log into AdWords and select a campaign or start by exploring the account in general.
View weekly performance beneath the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to see some variance between days. This will be different for every account depending on traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Create AdWords Automated Rules to boost or decrease budgets based on the day of every week, then start working on day parting (eliminating or optimizing hours of the day).
Day Parting is nearly the same as the strategy above, except it means the hours throughout the day as opposed to days of each week. Various parts of your day will perform far differently and the goal would be to utilize your finances as effectively as possible on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at qfwzkl campaign level. Set your dates towards the best balance of recent and showing enough data to view some variance between hours. With this analysis you might want to examine every week at a time or better still, pop it into excel assess hours of only certain days for an extended time frame.
Head over to “Ad Schedule” beneath 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). Make sure to also add, all of those other segments your ads should be running, because when you give a schedule, your ads is not going to run during any times that are not because schedule. Now you’re able to set a bid adjustment for each segment of the schedule depending on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to modify your budget on these days accordingly using automated rules.