When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You will find hundreds of 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 will enhance your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversion rates, and expense per conversion almost immediately. However, among the fundamental rules in Pay Per Click Marketing Management, is always to avoid making a lot of 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, because they will change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you ought to get it done: Split testing your ads is the only method to reach the best possible ad copy or image ad. The procedure is simple, yet for over 85% from the AdWords accounts we take control, this wasn’t being done from the previous agency or perhaps the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This technique also applies to Bing ads and is conceptually the identical with pay per click marketing services.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any further will extend time required 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 determine if you have a winner. When utilizing 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 built up some data, you’ll start to see negative or positive trends on certain days of the week. You can leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How to optimize Adwords for the strongest days of the week: Log into AdWords and choose a campaign or begin by looking at the account as a whole.
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 view some variance between days. This will be different for every account depending 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: Create AdWords Automated Rules to boost or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours during the day).
Day Parting is very similar to the strategy above, except it means the hours of the day instead of days of each week. Different parts of your day will work far differently and the goal would be to utilize your finances as effectively as possible every day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data on the campaign level. Set your dates to the best balance of recent and showing enough data to see some variance between hours. With this analysis wovaxy may want to look at a week at a time or better yet, pop it into excel assess hours of only certain days for a longer time frame.
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). Make sure you also add, all of those other segments your ads needs to be running, because as soon as you give a schedule, your ads is not going to run during any times that are not because schedule. Now you’re prepared 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 modify your budget on these days accordingly using automated rules.