With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find hundreds of 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 boost your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and expense per conversion almost immediately. However, one of the fundamental rules in Pay Per Click Marketing Management, would be to avoid making a lot of changes at the same time (you’ll lose track of what what helped or hurt the account). The areas that we’ll cover needs to be monitored and improved constantly, because they will alter and want adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the only way to arrive at the best possible ad copy or image ad. The process is simple, yet for over 85% of the AdWords accounts we dominate, this wasn’t being done from the previous agency or even the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This technique also pertains to Bing ads and is also conceptually the identical with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (any more will extend the time required to determine a success) for every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Make use of a statistical significance testing calculator to figure out if 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 another test split test.
As soon as your account has produced up some data, you’ll begin to see positive or negative trends on certain days of the week. It is possible to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How to optimize Adwords for the strongest days of the week: Log into AdWords and choose a campaign or start with looking at the account in general.
View weekly performance beneath the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to find out some variance between days. This will be different for every account based on traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign based on 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 during the day).
Day Parting is very similar to the strategy above, except it means the hours throughout the day instead of days of each week. Different parts of your day will perform far differently and also the goal would be to utilize your budget as effectively as possible every day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data in the campaign level. Set your dates towards the best balance of recent and showing enough data to see some variance between hours. For this analysis you may deatux to look at per week at the same time or better still, pop it into excel assess hours of just certain days for an extended period of time.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you would like to control separately (for instance: in order to raise bids from 2-5pm, add this segment in separately). Be sure to also add, all of those other segments your ads needs to be running, because once you give a schedule, your ads will not run during any times that are not because schedule. Now you’re prepared to set a bid adjustment for every 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 finances on today accordingly using automated rules.
Your campaign performance will vary by device. Prior to 2012 and Google’s rollout of “enhanced campaigns” digital marketing agencies would create separate mobile, tablet, and computer campaigns and control them each independently.
Google then took away the amount of control we had for segmenting by doing this. There is will no longer a wonderful way to run tablet-only, or true mobile-only campaigns. At the time of recently, Google has taken back almost all of this functionality. It is possible to bid differently on mobile, tablet, and desktop by utilizing bid adjustments within your campaigns.