In terms of successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are countless variables that can determine the success of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that can improve PPC advertising companies in a matter of hours or days.
Most of these AdWords tips alone, can dramatically enhance your click-through-rates, sales, and price per conversion quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, would be to avoid making way too many changes simultaneously (you’ll lose a record of what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, since they will change and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only way to get to the most beneficial ad copy or image ad. The procedure is simple, yet more than 85% from the AdWords accounts we take over, this wasn’t being done through the previous agency or the self-managing owner. You can find basically 4 steps to split testing your Adwords ads. This method also applies to Bing ads and it is 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 will provide you with additional control over your optimization. Create 2 ads (any more will extend time essential 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 find out if you have a winner. When utilizing this calculator to check which variation met your primary 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.
When your account has built up some data, you’ll commence to see positive or negative trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
The best way to optimize Adwords for that strongest days of each week: Log into AdWords and select a campaign or start with studying the account in general.
View weekly performance under the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to view some variance between days. This is different for each account depending on traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign based on best and worst days. For Bonus Points: Create AdWords Automated Rules to improve or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours throughout the day).
Day Parting is much like the strategy above, except it refers back to the hours of the day instead of days of the week. Various areas of the day will do far differently as well as the goal is 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 at qfwzkl campaign level. Set your dates for the best balance of recent and showing enough data to see some variance between hours. For this analysis you might want to look at every week at any given time or even better, pop it into excel assess hours of only certain days for an extended time period.
Head over to “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you would like to control separately (as an example: in order to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest of the segments your ads needs to be running, because once 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 each segment in the schedule based on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to modify your budget on these days accordingly using automated rules.