In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find numerous variables that can determine the success of your campaigns and collectively the account. While an optimal Adwords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that can improve your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and price per conversion almost immediately. However, among the fundamental rules in Pay Per Click Marketing Management, would be to avoid making too many changes at once (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, since they can change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only method to get to the most beneficial ad copy or image ad. The procedure is simple, yet more than 85% of the AdWords accounts we dominate, this wasn’t being done by the previous agency or the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This technique also applies to Bing ads and is conceptually exactly the same with ppc marketing agency.
Log into AdWords and choose a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any more will extend 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 find out when you have a winner. When using this calculator to check which variation met your primary 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.
Once your account has built up some data, you’ll begin to see positive or negative trends on certain days of every week. It is possible to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How you can optimize Adwords for the strongest days of each week: Log into AdWords and select a campaign or begin by looking at the account as a whole.
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 find out some variance between days. This is different for every account according to traffic and the amount of difference in performance between days. Adjust your ad schedule for each campaign according to best and worst days. For Bonus Points: Setup AdWords Automated Rules to boost 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 much like the strategy above, except it refers to the hours throughout the day as opposed to days of every week. Various parts of the morning will perform far differently and the goal would be 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, make sure you view this data in the campaign level. Set your dates for the best balance of recent and showing enough data to find out some variance between hours. For this particular analysis wovaxy may want to take a look at per week at the same time or better yet, pop it into excel assess hours of just certain days for a longer time period.
Check out “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for the hour segments you need to control separately (as an example: if you want to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the remainder of the segments your ads ought to be running, because once you give a schedule, your ads is not going to run during any times that are not in that schedule. Now you’re ready to set a bid adjustment for every segment from the schedule depending 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 today accordingly using automated rules.