When it comes to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find 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 may improve PPC company in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and expense per conversion quickly. However, among the fundamental rules in Pay Per Click Advertising 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 ought to be monitored and improved constantly, as they can change and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you should get it done: Split testing your ads is the only method to reach the very best ad copy or image ad. The process is simple, yet for over 85% from the AdWords accounts we take over, this wasn’t being carried out by the previous agency or the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This process also pertains to Bing ads and is also conceptually exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (any further will extend enough time essential to determine a winner) for each and every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Utilize a statistical significance testing calculator to determine when you have a winner. When utilizing 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 another test split test.
As soon as your account has built up some data, you’ll start to see negative or positive trends on certain days of every week. You can leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
The best way to optimize Adwords for your strongest days of the week: Log into AdWords and select a campaign or start with looking at the account as a whole.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to see some variance between days. This is different for each and every account based on traffic and the degree of difference in performance between days. Adjust your ad agenda for each campaign based on best and worst days. For Bonus Points: Create AdWords Automated Rules to increase or decrease budgets based on the day of every week, then move on to day parting (eliminating or optimizing hours of the day).
Day Parting is very similar to the strategy above, except it refers back to the hours during the day as opposed to days of each week. Various parts of the morning will perform far differently and also the goal is always to utilize your budget as effectively as is possible on a daily basis. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data at qfwzkl 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 want to take a look at a week at any given time or better yet, pop it into excel assess hours of just certain days for an extended period of time.
Check out “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). Make sure to also add, the rest of the segments your ads needs to be running, because when you put in a schedule, your ads will never run during any times which are not because schedule. Now you’re prepared 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 finances on these days accordingly using automated rules.