When it comes to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You will find hundreds of variables that can determine the achievements of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that may improve your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and cost per conversion quickly. However, among the fundamental rules in Pay Per Click Marketing Management, is always to avoid making a lot of changes simultaneously (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, since they will alter and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the only way to reach the best possible ad copy or image ad. The procedure is simple, yet for more than 85% from the AdWords accounts we dominate, this wasn’t being done through the previous agency or perhaps the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This technique also applies to Bing ads and it is conceptually the same with pay per click advertising company.
Log into AdWords and choose a campaign. Ensure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will give you more control over your optimization. Create 2 ads (any further will extend the time required to determine a winner) for each and every 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 determine once you have a winner. When using 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 another test split test.
As soon as your account has built up some data, you’ll start to see negative or positive trends on certain days of the week. You are able to leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
How to optimize Adwords for your strongest days of each week: Log into AdWords and select a campaign or start by looking at 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 view some variance between days. This will be different for each account depending on traffic and the level of difference in performance between days. Adjust your ad schedule for each campaign based on best and worst days. For Bonus Points: Set up AdWords Automated Rules to improve or decrease budgets based on the day of the 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 rather than days of each week. Various parts of the morning will perform far differently and also the goal is to utilize your budget as effectively as is 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 towards the best balance of recent and showing enough data to view some variance between hours. For this particular analysis wovaxy might want to look at a week at the same time or better yet, pop it into excel assess hours of only certain days for an extended time period.
Visit “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for the hour segments you want to control separately (for instance: if you wish to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest of the segments your ads should be running, because as soon as you put in a schedule, your ads will not run during any times which are not in that schedule. Now you’re prepared to set a bid adjustment for each segment from the schedule depending on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to alter your financial budget on nowadays accordingly using automated rules.