When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. You can find hundreds of variables that can determine the achievements 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 will improve PPC services in a matter of hours or days.
Many of these AdWords tips alone, can dramatically boost your click-through-rates, conversions, and cost per conversion almost immediately. However, one of the fundamental rules in Pay Per Click Marketing Management, would be to avoid making way 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, as they will alter and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the only method to get to the best possible ad copy or image ad. The process is simple, yet more than 85% of the AdWords accounts we dominate, this wasn’t being carried out from the previous agency or perhaps the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also applies to Bing ads and is also conceptually the same with Facebook paid ads.
Log into AdWords and select a campaign. Make sure 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 more will extend enough time necessary to determine a winner) for each and 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 find out once you have a success. When you use this calculator to evaluate 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 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 every week. You are able to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How you can optimize Adwords for your strongest days of the week: Log into AdWords and choose a campaign or start with studying the account overall.
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 can be different for each account depending on traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign based upon best and worst days. For Bonus Points: Create AdWords Automated Rules to increase or decrease budgets based on the day of every week, then start working on day parting (eliminating or optimizing hours throughout the day).
Day Parting is much like the strategy above, except it refers to the hours during the day instead of days of each week. Various areas of the morning will perform far differently as well as the goal would be to utilize your finances as effectively as possible on a daily basis. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at qfwzkl campaign level. Set your dates for the best balance of recent and showing enough data to find out some variance between hours. For this particular analysis you might like to take a look at a week at the same time or better still, pop it into excel assess hours of only certain days for a longer time frame.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all the hour segments you want to control separately (for example: if you wish to raise bids from 2-5pm, add this segment in separately). Be sure to also add, all of those other segments your ads needs to be running, because once you put in a schedule, your ads will never run during any times that are not in that schedule. Now you’re prepared to set a bid adjustment for each and 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 adjust your budget on today accordingly using automated rules.