With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find numerous 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 can boost your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, sales, and price per conversion quickly. However, among the fundamental rules in Pay Per Click Marketing Management, is to avoid making way too many changes simultaneously (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, because they will change and need adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the only way to arrive at the very best ad copy or image ad. The procedure is simple, yet for over 85% from the AdWords accounts we dominate, this wasn’t being carried out by the previous agency or the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also applies to Bing ads and it is conceptually the identical 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 will provide you with more control over your optimization. Create 2 ads (any more will extend time necessary to determine a success) for each ad group with one major difference being tested (i.e. headline, call to action, display url, landing page, etc.). Use a statistical significance testing calculator to determine if you have a success. When you use this calculator to check 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 another test split test.
When your account has built up some data, you’ll begin to see positive or negative 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.
How to optimize Adwords for that strongest days of the week: Log into AdWords and select a campaign or start with looking at 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 see some variance between days. This is different for every account based on traffic and the level of difference in performance between days. Adjust your ad schedule for each campaign according to best and worst days. For Bonus Points: Set up AdWords Automated Rules to increase or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours of the day).
Day Parting is nearly the same as the strategy above, except it means the hours in the day instead of 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 at the campaign level. Set your dates towards the best balance of recent and showing enough data to see some variance between hours. For this analysis you may want to look at every week at any given time or better yet, pop it into excel assess hours of just certain days for an extended time period.
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 instance: in order to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the rest from the segments your ads ought to be running, because when you give a schedule, your ads will never run during any qykycw which are not because schedule. Now you’re able to set a bid adjustment for every segment from the schedule depending on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to alter your finances on nowadays accordingly u