With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are countless 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 boost your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and expense per conversion almost immediately. However, among the fundamental rules in Pay Per Click Marketing Management, is always to avoid making way too many changes at once (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover needs to be monitored and improved constantly, as they will alter and require adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you ought to get it done: Split testing your ads is the only method to get to the most beneficial ad copy or image ad. The process is simple, yet for more than 85% of the AdWords accounts we take over, 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 relates to Bing ads and it is conceptually exactly the same with pay per click advertising.
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 more control over your optimization. Create 2 ads (anymore will extend enough time necessary to determine a success) for every ad group with one major difference being tested (i.e. headline, call to action, display url, landing page, etc.). Make use of a statistical significance testing calculator to find out once you have a success. When you use this calculator to evaluate 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.
When your account has built up some data, you’ll begin to see negative or positive 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 to optimize Adwords for your strongest days of each week: Log into AdWords and choose a campaign or start with looking at the account in general.
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 see some variance between days. This will be different for every account based on traffic and the amount of difference in performance between days. Adjust your ad schedule for each campaign based on best and worst days. For Bonus Points: Set up AdWords Automated Rules to increase or decrease budgets based on the day of the week, then start working on day parting (eliminating or optimizing hours of the day).
Day Parting is much like the strategy above, except it refers back to the hours of the day as opposed to days of the week. Various areas of your day will do far differently as well as the goal is to utilize your finances as effectively as possible on a daily basis. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at the campaign level. Set your dates to the best balance of recent and showing enough data to find out some variance between hours. For this analysis wovaxy might 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 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 want 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 once you add a schedule, your ads is not going to run during any times which are not in this schedule. Now you’re prepared to set a bid adjustment for each 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 modify your financial budget on nowadays accordingly using automated rules.