In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are hundreds of variables that can determine the success of your campaigns and collectively the account. While an optimal Adwords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that can improve PPC firm in a matter of hours or days.
A number of these AdWords tips alone, can dramatically enhance your click-through-rates, conversions, and cost per conversion very quickly. However, among the fundamental rules in Pay Per Click Advertising Management, is always to avoid making too many changes at once (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, because they will alter and require adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the best way to arrive at the best possible ad copy or image ad. The procedure is simple, yet for over 85% of the AdWords accounts we take over, this wasn’t being carried out from the previous agency or perhaps the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This method also relates to Bing ads and is conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any more will extend the time necessary 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.). Make use of a statistical significance testing calculator to find out if you have a success. When utilizing 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 produced up some data, you’ll commence to see negative or positive trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
The best way to optimize Adwords for the strongest days of the week: Log into AdWords and select a campaign or start with looking at the account as a whole.
View weekly performance under the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to see some variance between days. This can be different for each and every account according to traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign according to best and worst days. For Bonus Points: Setup AdWords Automated Rules to increase or decrease budgets based on the day of every week, then move on to day parting (eliminating or optimizing hours throughout the day).
Day Parting is very similar to the strategy above, except it means the hours throughout the day rather than days of the week. Various areas of the day will do far differently and the goal is to utilize your budget as effectively as is possible every day. View this data underneath 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 find out some variance between hours. With this analysis you might want to examine every week at any given time or better still, pop it into excel assess hours of just certain days for a longer period of time.
Check out “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you would like to control separately (for instance: in order to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest of the segments your ads ought to 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 able to set a bid adjustment for each segment in the schedule based on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to adjust your budget on these days accordingly using automated rules.