In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are numerous variables that will determine the success of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that may improve PPC marketing services in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and cost per conversion very quickly. However, among the fundamental rules in Pay Per Click Advertising Management, is always to avoid making a lot of changes at the same time (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, because they can change and require adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you ought to do it: Split testing your ads is the best way to reach the very best ad copy or image ad. The process is simple, yet for over 85% in the AdWords accounts we take control, this wasn’t being done by the previous agency or perhaps the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This technique also pertains to Bing ads and is conceptually the same with Facebook paid ads.
Log into AdWords and select a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any further will extend the 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, landing page, etc.). Use a statistical significance testing calculator to find out when you have a winner. When using this calculator to evaluate which variation met your primary goal more consistently, your “tries” and “goals” could be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up another test split test.
When your account has built up some data, you’ll commence to see negative or positive 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.
The best way to optimize Adwords for the strongest days of every week: Log into AdWords and choose a campaign or begin by looking at the account as a whole.
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 see some variance between days. This will 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 boost or decrease budgets based on the day of every week, then start working on day parting (eliminating or optimizing hours throughout the day).
Day Parting is very similar to the strategy above, except it refers to the hours throughout the day as opposed to days of every week. Various areas of the morning will do far differently and the goal is to utilize your financial budget as effectively as is possible every day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you 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. For this particular analysis you may want to examine a week at any given time or better yet, pop it into excel assess hours of only certain days for a longer time frame.
Check out “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all the hour segments you would like to control separately (as an example: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure you also add, all of those other segments your ads ought to be running, because once you give a schedule, your ads is not going to run during any times which are not because 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, try using a bid adjustment of “increase by 30%.” Don’t forget to alter your finances on today accordingly using automated rules.