When it comes to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. You can find numerous variables that will determine the achievements of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that may improve pay per click services in a matter of hours or days.
Most of these AdWords tips alone, can dramatically enhance your click-through-rates, conversion rates, and price per conversion very quickly. However, one of the fundamental rules in Pay Per Click Advertising Management, is 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 needs to be monitored and improved constantly, as they will change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the only way to reach the most beneficial ad copy or image ad. The procedure is simple, yet more than 85% from the AdWords accounts we dominate, 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 technique also relates to Bing ads and is conceptually exactly 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 provides you with additional control over your optimization. Create 2 ads (anymore will extend the time necessary to determine a winner) for 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 figure out once you have a winner. When you use this calculator to check which variation met your primary 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 positive or negative 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 the week: Log into AdWords and select a campaign or begin by exploring the account in general.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates to the best balance of recent and showing enough data to see some variance between days. This can be different for every account based on traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign according to best and worst days. For Bonus Points: Setup AdWords Automated Rules to improve or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours of the day).
Day Parting is much like the strategy above, except it refers to the hours of the day rather than days of every week. Different parts of the morning will do far differently and also the goal is to utilize your finances as effectively as is possible each day. View this data under 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 find out some variance between hours. With this analysis you may want to take a look at every week at any given time or better yet, pop it into excel assess hours of just certain days for a longer time period.
Check out “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you need to control separately (as an example: 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 when you give a schedule, your ads will not run during any times that are not in this schedule. Now you’re ready to set a bid adjustment for each and every segment of the schedule based on how it performed. If Mondays perform 30% better, try using a bid adjustment of “increase by 30%.” Don’t forget to adjust your budget on nowadays accordingly using automated rules.