In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find numerous variables that will 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 your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and price per conversion almost immediately. However, among the fundamental rules in Pay Per Click Advertising Management, would be to avoid making too many changes at the same time (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, as they can 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 way to get to the best possible ad copy or image ad. The process is simple, yet more than 85% of the AdWords accounts we dominate, this wasn’t being done from the previous agency or even the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This process also pertains to Bing ads and is conceptually the identical with pay per click marketing services.
Log into AdWords and choose a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any further will extend the time essential to determine a winner) for 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 find out once you have a success. When you use this calculator to test 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 up another test split test.
When your account has produced up some data, you’ll commence to see positive or negative trends on certain days of every week. It is possible to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
The best way to optimize Adwords for your strongest days of the week: Log into AdWords and choose a campaign or start by exploring 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 can be different for each account depending on traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign based on 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 during the day).
Day Parting is very similar to the strategy above, except it means the hours of the day as opposed to days of the week. Different parts of the day will do far differently and also the goal is to utilize your budget as effectively as possible each day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data on the campaign level. Set your dates to the best balance of recent and showing enough data to find out some variance between hours. For this analysis wovaxy may want to examine per week at a time or even better, pop it into excel assess hours of only certain days for a longer period of time.
Check out “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you need to control separately (for example: in order to raise bids from 2-5pm, add this segment in separately). Make sure you also add, all of those other segments your ads needs to 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 of the schedule based 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 today accordingly using automated rules.