With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are numerous variables that can determine the success of your campaigns and collectively the account. While adwords management account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that may improve your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically enhance your click-through-rates, conversions, and price per conversion quickly. However, one of the fundamental rules in Pay Per Click 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 with time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the best way to reach the most beneficial ad copy or image ad. The process is simple, yet for over 85% from the AdWords accounts we take over, this wasn’t being done through the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Adwords ads. This technique also pertains to Bing ads and is conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose a campaign. Make sure that 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 necessary to determine a winner) for 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 figure out once you have a success. When you use this calculator to check which variation met your ultimate goal more consistently, your “tries” and “goals” can be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up up another test split test.
As soon as your account has produced up some data, you’ll commence to see negative or positive trends on certain days of each week. It is possible to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
The best way to optimize Adwords for the strongest days of each week: Log into AdWords and select a campaign or start by looking at the account overall.
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 every account depending on traffic and the level 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 increase or decrease budgets based on the day of each week, then move on to day parting (eliminating or optimizing hours during the day).
Day Parting is very similar to the strategy above, except it means the hours during the day instead of days of each week. Various parts of the morning will work far differently and the goal would be to utilize your finances as effectively as possible each day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at eavvyq campaign level. Set your dates towards the best balance of recent and showing enough data to see some variance between hours. For this particular analysis you might like to examine every week at a time or better still, pop it into excel assess hours of only certain days for a longer time frame.
Check out “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you would like to control separately (for example: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the remainder of the segments your ads needs to be running, because as soon as you put in a schedule, your ads is not going to run during any times which are not in that schedule. Now you’re able to set a bid adjustment for every segment of the schedule based 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 using automated rules.