In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables which will determine the success 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 will improve PPC marketing in a matter of hours or days.
Most of these AdWords tips alone, can dramatically enhance your click-through-rates, conversion rates, and cost per conversion almost immediately. However, among the fundamental rules in Pay Per Click Marketing Management, is to avoid making too many 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, as they can change and need adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only method to get to the best possible ad copy or image ad. The procedure is simple, yet for over 85% in the AdWords accounts we dominate, this wasn’t being carried out through the previous agency or the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also relates to Bing ads and is also conceptually exactly the same with Facebook paid ads.
Log into AdWords and choose 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 (any more will extend enough 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, website landing page, etc.). Utilize a statistical significance testing calculator to find out once you have a winner. When using this calculator to test 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.
Once your account has built up some data, you’ll start to see negative or positive trends on certain days of every week. You can leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
The best way to optimize Adwords for the strongest days of each week: Log into AdWords and select a campaign or start with studying the account in general.
View weekly performance beneath 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 can be different for each and every account depending on traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign based upon best and worst days. For Bonus Points: Set up AdWords Automated Rules to increase 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 nearly the same as the strategy above, except it means the hours during the day as opposed to days of each week. Various areas of the morning will do far differently and also 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, be sure to view this data at qfwzkl campaign level. Set your dates for the best balance of recent and showing enough data to see some variance between hours. For this analysis you might like to examine per week at any given time or better yet, pop it into excel assess hours of only certain days for an extended period of time.
Head over to “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you would like 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 give a schedule, your ads will never run during any times that are not in this schedule. Now you’re ready to set a bid adjustment for each segment in 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 finances on today accordingly using automated rules.