When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables that 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 can improve your PPC campaigns in a matter of hours or days.
Many 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 Management, is to avoid making a lot of changes simultaneously (you’ll lose a record of what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, as they will change and require adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the only method to arrive at the very best ad copy or image ad. The procedure is simple, yet more than 85% in the AdWords accounts we take over, this wasn’t being done through the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This technique also applies to Bing ads and is also conceptually 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 additional control over your optimization. Create 2 ads (any further will extend enough time essential 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 when you have a winner. When utilizing this calculator to evaluate which variation met your primary 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.
Once your account has produced up some data, you’ll begin 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 upon strong and weak days.
The best way to optimize Adwords for the strongest days of every week: Log into AdWords and choose a campaign or start with looking at the account overall.
View weekly performance under the “Dimensions” tab, then “View:Day of Week.” Set your dates to the best balance of recent and showing enough data to find out some variance between days. This is different for each and every account depending 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: Set up AdWords Automated Rules to increase or decrease budgets based on the day of each week, then move on to day parting (eliminating or optimizing hours in the day).
Day Parting is nearly the same as the strategy above, except it means the hours from the day as opposed to days of the week. Various parts of the day will do far differently and also the goal would be to utilize your budget as effectively as is possible each day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data on the campaign level. Set your dates to the best balance of recent and showing enough data to see some variance between hours. For this analysis you may want to look at per week at any given time or even better, pop it into excel assess hours of only certain days for a longer time period.
Head over to “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you want 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 in the segments your ads needs to be running, because when you give a schedule, your ads will not run during any qykycw that are not because schedule. Now you’re ready to set a bid adjustment for every segment of the schedule depending on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to modify your financial budget on today accordingly u