With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. There are countless variables that can determine the achievements 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 may improve PPC optimization in a matter of hours or days.
A number of these AdWords tips alone, can dramatically enhance your click-through-rates, conversions, and expense per conversion quickly. However, one of the fundamental rules in Pay Per Click Management, is always to avoid making way too many changes at the same time (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, since they will change and need adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the best way to get to the most beneficial ad copy or image ad. The process is simple, yet for over 85% in the AdWords accounts we dominate, this wasn’t being done from the previous agency or perhaps the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This process also applies to Bing ads and it is conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (anymore will extend the time essential to determine a success) for each and every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Use a statistical significance testing calculator to figure out when you have a winner. When you use this calculator to check which variation met your primary 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.
As soon as your account has built up some data, you’ll begin to see positive or negative 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 every week: Log into AdWords and choose a campaign or begin by studying 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 view some variance between days. This is different for each and every account according to traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Create 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 means the hours throughout the day as opposed to days of each week. Different parts of your day will do far differently and the goal is to utilize your financial budget as effectively as possible on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at qfwzkl campaign level. Set your dates towards the best balance of recent and showing enough data to find out some variance between hours. With this analysis you might want to take a look at a week at any given time or better yet, pop it into excel assess hours of only certain days for a longer time frame.
Visit “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all the hour segments you would like to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the remainder of the segments your ads should be running, because once 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 each segment of 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 finances on these days accordingly using automated rules.