When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You will find hundreds of variables which will determine the achievements of your campaigns and collectively the account. While PPC manager account structure requires another post by 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 enhance your click-through-rates, conversions, and cost per conversion almost immediately. However, among the fundamental rules in Pay Per Click Marketing 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 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 do it: Split testing your ads is the best way to get to the best possible ad copy or image ad. The procedure is simple, yet for more than 85% from the AdWords accounts we take control, this wasn’t being carried out by the previous agency or 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 also conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This provides you with additional control over your optimization. Create 2 ads (any further will extend the time required to determine a success) 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 find out once you have a success. When utilizing this calculator to evaluate 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 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 the week. You can leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How you can optimize Adwords for your strongest days of every week: Log into AdWords and choose a campaign or start by exploring the account as a whole.
View weekly performance under the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to see some variance between days. This will be different for each account depending on traffic and the degree of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Set up AdWords Automated Rules to improve or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours during the day).
Day Parting is much like the strategy above, except it means the hours throughout the day instead of days of the week. Various parts of the day will perform far differently and also the goal is to utilize your financial budget as effectively as is possible on a daily basis. 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 find out some variance between hours. With this analysis you might want to examine every week at the same time or better still, pop it into excel assess hours of only certain days for an extended time period.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all the hour segments you need to control separately (for instance: in order 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 will not 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, use a bid adjustment of “increase by 30%.” Don’t forget to alter your budget on these days accordingly using automated rules.