When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are hundreds of variables which will 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 enhance your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and price per conversion quickly. However, one of the fundamental rules in Pay Per Click Advertising Management, is to avoid making a lot of changes at once (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover needs to be monitored and improved constantly, since they can change and require adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the best way to arrive at the most beneficial ad copy or image ad. The process is simple, yet for more than 85% of the AdWords accounts we dominate, this wasn’t being carried out through the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This method also pertains to Bing ads and is conceptually exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (any more will extend time necessary 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.). Use a statistical significance testing calculator to determine once you have a success. When using this calculator to test which variation met your ultimate goal more consistently, your “tries” and “goals” could be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up up another test split test.
When your account has built up some data, you’ll begin to see positive or negative trends on certain days of every week. You can leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
The best way to optimize Adwords for that strongest days of every week: Log into AdWords and select a campaign or start with studying the account as a whole.
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 find out some variance between days. This will be different for each account according to traffic and the amount 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 the week, then move on to day parting (eliminating or optimizing hours throughout the day).
Day Parting is much like the strategy above, except it means the hours during the day instead of days of every week. Various areas of your day will perform far differently and the goal is always to utilize your finances as effectively as you can every day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at the campaign level. Set your dates towards the best balance of recent and showing enough data to see some variance between hours. With this analysis you could deatux to check out per week at the same time or even better, pop it into excel assess hours of only certain days for an extended time period.
Check out “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all of 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 you also add, the remainder of the segments your ads ought to be running, because when you put in a schedule, your ads is not going to run during any times which are not because schedule. Now you’re prepared to set a bid adjustment for every segment of 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 finances on today accordingly using automated rules.
Your campaign performance will be different by device. Just before 2012 and Google’s rollout of “enhanced campaigns” digital marketing agencies would create separate mobile, tablet, and computer campaigns and control them each independently.
Google then took away the degree of control we had for segmenting by doing this. There was clearly will no longer a wonderful way to run tablet-only, or true mobile-only campaigns. At the time of recently, Google has brought back the majority of this functionality. You can bid differently on mobile, tablet, and desktop by utilizing bid adjustments within your campaigns.