In terms of successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. There are hundreds of variables that 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.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, conversions, and cost per conversion very quickly. However, one of the fundamental rules in Pay Per Click Advertising Management, is always to avoid making a lot of changes simultaneously (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, since 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 get to the very best ad copy or image ad. The process is simple, yet more than 85% of the AdWords accounts we take over, this wasn’t being done from the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This process also relates to Bing ads and it is conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any further will extend enough time required to determine a winner) for each ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Make use of a statistical significance testing calculator to figure out if you have a winner. When using this calculator to check 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 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 are able to leverage these trends by increasing or decreasing bids and budgets according to 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 to the best balance of recent and showing enough data to view some variance between days. This is different for each and every account according to 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 increase or decrease budgets based on the day of each week, then proceed to day parting (eliminating or optimizing hours during the day).
Day Parting is very similar to the strategy above, except it refers back to the hours of the day as opposed to days of each week. Various parts of the day will work far differently and the goal would be to utilize your financial budget as effectively as is possible on a daily basis. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at qfwzkl campaign level. Set your dates to the best balance of recent and showing enough data to view some variance between hours. For this particular analysis you may want to examine every week at a time or better still, pop it into excel assess hours of just certain days for an extended period of time.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all the hour segments you would like to control separately (as an example: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure to also add, all of those other segments your ads should be running, because once you give a schedule, your ads will not run during any times that are not in this schedule. Now you’re able to set a bid adjustment for each and every 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 nowadays accordingly using automated rules.