In terms of successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are numerous variables which will determine the prosperity of your campaigns and collectively the account. While adwords management account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that may improve your PPC campaigns in a matter of hours or days.
A number 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 the same time (you’ll lose track of what what helped or hurt the account). The areas that we’ll cover ought to be monitored and improved constantly, as they can change and need adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should 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 over 85% in the AdWords accounts we take control, this wasn’t being carried out by the previous agency or perhaps the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This process also applies to Bing ads and 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 provides you with more 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.). Make use of a statistical significance testing calculator to figure out if you have a winner. When utilizing this calculator to check which variation met your primary 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 produced 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 that strongest days of the week: Log into AdWords and select a campaign or start with exploring the account overall.
View weekly performance beneath 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 is different for every account depending on traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign according to best and worst days. For Bonus Points: Create AdWords Automated Rules to increase or decrease budgets based on the day of each week, then move on 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 during the day as opposed to days of every week. Various areas of your day will perform far differently as well as the goal would be to utilize your budget as effectively as possible every day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data at eavvyq 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 you might like to look at every week at any given time or better yet, pop it into excel assess hours of just certain days for a longer time frame.
Check out “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, all of those other segments your ads should be running, because when you give a schedule, your ads is not going to run during any times which are not in that 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, try using a bid adjustment of “increase by 30%.” Don’t forget to modify your financial budget on nowadays accordingly using automated rules.