In terms of successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You can find countless variables which will determine the prosperity of your campaigns and collectively the account. While PPC management company account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that can boost 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 quickly. However, among the fundamental rules in Pay Per Click Management, would be to avoid making too many changes at once (you’ll lose a record of what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, because they can change and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the only method to get to the best possible ad copy or image ad. The procedure is simple, yet more than 85% in the AdWords accounts we dominate, this wasn’t being done from the previous agency or even the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This process also pertains to Bing ads and it is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This provides you with additional control over your optimization. Create 2 ads (anymore will extend the time essential to determine a winner) for every ad group with one major difference being tested (i.e. headline, call to action, display url, landing page, etc.). Utilize a statistical significance testing calculator to figure out when you have a winner. When using this calculator to test which variation met your ultimate 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 negative or positive trends on certain days of each week. It is possible to leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
How to optimize Adwords for your strongest days of each week: Log into AdWords and choose a campaign or start with looking at the account overall.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to find out some variance between days. This can be different for every account according to traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Create AdWords Automated Rules to boost or decrease budgets based on the day of each week, then start working on day parting (eliminating or optimizing hours of the day).
Day Parting is very similar to the strategy above, except it means the hours of the day rather than days of each week. Various parts of your day will do far differently as well as the goal would be to utilize your financial budget as effectively as you can each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at eavvyq campaign level. Set your dates towards the best balance of recent and showing enough data to find out some variance between hours. For this analysis you might want to examine per week at the same time or better still, pop it into excel assess hours of only certain days for an extended time period.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you need to control separately (for instance: in order to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the remainder of the segments your ads should be running, because when you add a schedule, your ads will never run during any times which are not in this schedule. Now you’re ready to set a bid adjustment for every segment from 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 budget on today accordingly using automated rules.