When it comes to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables that can determine the achievements of your campaigns and collectively the account. While an optimal Adwords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that can boost your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and price per conversion very 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 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 change and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the only method to reach 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 carried out by the previous agency or perhaps the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This process also pertains to Bing ads and it is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are set to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (anymore 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, landing page, etc.). Utilize a statistical significance testing calculator to find out once you have a success. When using this calculator to check which variation met your ultimate goal more consistently, your “tries” and “goals” can 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 commence to see negative or positive trends on certain days of every week. You can leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
How you can optimize Adwords for your strongest days of every week: Log into AdWords and choose a campaign or begin by studying 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 is different for every 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 each week, then proceed to day parting (eliminating or optimizing hours of the day).
Day Parting is much like the strategy above, except it means the hours of the day instead of days of each week. Different parts of the day will do 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 in the campaign level. Set your dates to the best balance of recent and showing enough data to see some variance between hours. With this analysis you may want to check out a week at a time or better yet, pop it into excel assess hours of only certain days for an extended period of time.
Head to “Ad Schedule” under 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 rest in the segments your ads should be running, because when you put in a schedule, your ads will never run during any qykycw 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 modify your budget on nowadays accordingly u