With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are countless variables which will determine the success of your campaigns and collectively the account. While pay per click campaign management services account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that may boost your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and cost per conversion quickly. However, one of the fundamental rules in Pay Per Click Advertising Management, would be to avoid making a lot of changes at the same time (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover ought to be monitored and improved constantly, as they will change and require adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you ought to get it done: Split testing your ads is the only way to get to the very best ad copy or image ad. The process is simple, yet more than 85% of the AdWords accounts we take control, this wasn’t being done from the previous agency or the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also pertains to Bing ads and it is conceptually 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 (any more will extend time necessary to determine a success) for each ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Make use of a statistical significance testing calculator to determine if you have a success. When using this calculator to evaluate 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.
Once your account has built up some data, you’ll commence 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 your strongest days of each week: Log into AdWords and choose a campaign or begin by looking at the account in general.
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 find out some variance between days. This can be different for each account depending on 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 increase or decrease budgets based on the day of every week, then start working on 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 rather than days of every week. Various parts of the day will work far differently as well as the goal is to utilize your budget as effectively as possible each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at eavvyq campaign level. Set your dates to the best balance of recent and showing enough data to view some variance between hours. For this analysis you may want to take a look at every week at a time or even better, pop it into excel assess hours of just certain days for a longer time period.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you want to control separately (for example: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the remainder of the segments your ads should be running, because once you add a schedule, your ads is not going to run during any times which are not in this schedule. Now you’re prepared to set a bid adjustment for each and every segment in the schedule depending on how it performed. If Mondays perform 30% better, try using a bid adjustment of “increase by 30%.” Don’t forget to adjust your finances on nowadays accordingly using automated rules.