With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find countless variables that will determine the achievements 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 consultant in a matter of hours or days.
A number of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and expense per conversion almost immediately. However, one of the fundamental rules in Pay Per Click Advertising Management, is 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 should be monitored and improved constantly, as they will alter and require adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should get it done: Split testing your ads is the only way to reach the very best ad copy or image ad. The process is simple, yet for over 85% from the AdWords accounts we take over, this wasn’t being done by the previous agency or even the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This method also applies to Bing ads and is also conceptually the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This provides you with additional control over your optimization. Create 2 ads (any more will extend the time required to determine a winner) for each 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 determine once you have a success. When utilizing this calculator to evaluate which variation met your ultimate 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.
Once your account has produced up some data, you’ll start to see positive or negative trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
The best way to optimize Adwords for that strongest days of the week: Log into AdWords and choose a campaign or start by looking at the account in general.
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 find out some variance between days. This will be different for every account depending on traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign based on best and worst days. For Bonus Points: Create AdWords Automated Rules to boost or decrease budgets based on the day of each week, then move on to day parting (eliminating or optimizing hours during the day).
Day Parting is much like the strategy above, except it refers to the hours during the day as opposed to days of each week. Various parts of the day will do far differently and the goal is to utilize your financial budget as effectively as possible every day. 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 view some variance between hours. With this analysis you may want to take a look at per week at any given time or even better, 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 of the hour segments you need to control separately (as an example: if you want to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the remainder of the segments your ads needs to be running, because as soon as you put in a schedule, your ads will not run during any times that are not because schedule. Now you’re prepared to set a bid adjustment for each and every segment of 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 modify your budget on today accordingly using automated rules.