With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find countless variables which will determine the prosperity of your campaigns and collectively the account. While an optimal Adwords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that can enhance your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically enhance your click-through-rates, conversion rates, and price per conversion quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, is always to avoid making a lot of changes at the same time (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, because they will change and require adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the only method to arrive at 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 by the previous agency or perhaps the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This process also applies to Bing ads and is also conceptually exactly the same 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 additional control over your optimization. Create 2 ads (any further will extend enough time necessary to determine a success) for 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 determine if you have a success. When you use this calculator to check 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.
Once your account has produced up some data, you’ll commence 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 on 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 exploring the account in general.
View weekly performance under 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 can be different for each and every account according to 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: Set up AdWords Automated Rules to improve or decrease budgets based on the day of each week, then proceed to day parting (eliminating or optimizing hours from the day).
Day Parting is much like the strategy above, except it refers to the hours from the day as opposed to days of every week. Various parts of the day will work far differently and the goal is always to utilize your financial budget as effectively as possible each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data in the campaign level. Set your dates towards the best balance of recent and showing enough data to view some variance between hours. For this analysis you may want to look at a week at a time or better yet, pop it into excel assess hours of just certain days for an extended time frame.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you would like to control separately (for example: if you want to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest in the segments your ads should be running, because when you put in a schedule, your ads will never run during any qykycw that are not in this schedule. Now you’re able 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 financial budget on these days accordingly u