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 numerous variables that will determine the success of your campaigns and collectively the account. While pay per click management services account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that can improve your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, sales, and expense per conversion quickly. However, among the fundamental rules in Pay Per Click Management, would be to avoid making way too many changes at once (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover needs to be monitored and improved constantly, since they can change and require adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to practice it: Split testing your ads is the best way to get to the best possible ad copy or image ad. The process is simple, yet for more than 85% in the AdWords accounts we take over, this wasn’t being carried out through 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 conceptually the same with Facebook paid ads.
Log into AdWords and choose a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (any more will extend enough 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 test 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.
As soon as your account has produced up some data, you’ll start 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 to optimize Adwords for your strongest days of the week: Log into AdWords and select a campaign or start by exploring the account in general.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to view some variance between days. This will be different for every account according to traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Setup AdWords Automated Rules to boost or decrease budgets based on the day of each week, then start working on day parting (eliminating or optimizing hours throughout the day).
Day Parting is much like the strategy above, except it refers to the hours during the day rather than days of the week. Various areas of the day will perform far differently and also the goal is always to utilize your financial budget as effectively as is possible each day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at eavvyq campaign level. Set your dates for the best balance of recent and showing enough data to find out some variance between hours. For this analysis you might want to look at a week at a time or better yet, pop it into excel assess hours of just certain days for an extended time frame.
Head over to “Ad Schedule” beneath 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). Be sure to also add, the rest of the segments your ads needs to be running, because when you add a schedule, your ads will never 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 adjust your financial budget on these days accordingly using automated rules.