In terms of successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are numerous variables which will determine the success 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 boost your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and price per conversion almost immediately. However, one of many fundamental rules in Pay Per Click Management, is always to avoid making too many changes at the same time (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, as they will change and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the only way to get to the most beneficial ad copy or image ad. The process is simple, yet more than 85% in the AdWords accounts we dominate, this wasn’t being carried out from the previous agency or even the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also pertains to Bing ads and is conceptually the identical 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 more will extend time required to determine a winner) 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 utilizing this calculator to test 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 another test split test.
When your account has produced up some data, you’ll begin to see positive or negative 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.
How to optimize Adwords for that strongest days of the week: Log into AdWords and select a campaign or start with exploring the account in general.
View weekly performance beneath 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 will be different for each account based on traffic and the level 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 move on to day parting (eliminating or optimizing hours from the day).
Day Parting is much like the strategy above, except it refers to the hours of the day rather than days of every week. Various parts of the day will perform far differently and also the goal is always to utilize your financial budget as effectively as you can each day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data on 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 check out every week at the same time or better yet, pop it into excel assess hours of only certain days for an extended time period.
Head to “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 wish to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest in the segments your ads ought to be running, because once you give a schedule, your ads will not run during any qykycw which are not in this schedule. Now you’re ready to set a bid adjustment for each and every segment in the schedule depending on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to adjust your finances on today accordingly u