When it comes to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables which will determine the achievements of your campaigns and collectively the account. While PPC campaign management account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that can boost 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 price per conversion quickly. However, among the fundamental rules in Pay Per Click Marketing Management, is always to avoid making way too many changes simultaneously (you’ll lose track of what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, since they can change and need adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the only way to arrive at the best possible ad copy or image ad. The procedure is simple, yet more than 85% from the AdWords accounts we take over, this wasn’t being done by the previous agency or the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This technique also pertains to Bing ads and is conceptually exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure 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 the time required to determine a winner) for each 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 figure out if you have a winner. When you use this calculator to test which variation met your ultimate 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 positive or negative trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
How you can optimize Adwords for that strongest days of every week: Log into AdWords and select a campaign or start with looking at the account as a whole.
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 find out some variance between days. This will be different for every account according to traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign based on 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 during the day).
Day Parting is very similar to the strategy above, except it means the hours of the day as opposed to days of each week. Different parts of the day will do far differently and also the goal would be to utilize your budget as effectively as you can on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at eavvyq 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 might like to examine every week at any given time or better still, 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 the hour segments you need to control separately (as an example: in order to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest of the segments your ads needs to be running, because once you give a schedule, your ads will not run during any times which are not in that schedule. Now you’re prepared to set a bid adjustment for each and 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 modify your financial budget on today accordingly using automated rules.