In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. You will find countless variables that will determine the success of your campaigns and collectively the account. While an optimal Adwords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that can improve PPC management agency in a matter of hours or days.
Many of these AdWords tips alone, can dramatically boost your click-through-rates, conversions, and price per conversion almost immediately. However, one of many fundamental rules in Pay Per Click Marketing Management, is always to avoid making too many changes at the same time (you’ll lose a record of what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, because they can change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the only method to arrive at the best possible ad copy or image ad. The procedure is simple, yet for over 85% in the AdWords accounts we dominate, this wasn’t being done through the previous agency or perhaps the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also relates to Bing ads and it is conceptually exactly the same 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 will give you additional control over your optimization. Create 2 ads (any further will extend time required to determine a winner) for each 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 if you have a success. When using this calculator to evaluate which variation met your goal more consistently, your “tries” and “goals” may 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 are able 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 begin by exploring the account in general.
View weekly performance beneath 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 can be different for each account based on traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign according to best and worst days. For Bonus Points: Set up AdWords Automated Rules to boost or decrease budgets based on the day of the week, then proceed to day parting (eliminating or optimizing hours during the day).
Day Parting is very similar to the strategy above, except it refers to the hours during the day instead of days of every week. Various areas of the morning will do far differently and the goal is always to utilize your finances as effectively as is possible every day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to 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 particular analysis you may want to take a look at per week at a time or better yet, pop it into excel assess hours of just certain days for an extended time period.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you need to control separately (for example: if you want to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the remainder of the segments your ads should be running, because when you give a schedule, your ads will not run during any times which are not because schedule. Now you’re able to set a bid adjustment for each and every segment from the schedule based on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to alter your budget on today accordingly using automated rules.