With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are numerous variables which 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 agency in a matter of hours or days.
Many of these AdWords tips alone, can dramatically boost your click-through-rates, conversions, and cost per conversion almost immediately. However, one of many fundamental rules in Pay Per Click Marketing Management, is always to avoid making too many changes at the same time (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, as they will change and want adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the only method to reach the best possible ad copy or image ad. The procedure is simple, yet for over 85% from the AdWords accounts we dominate, this wasn’t being carried out through the previous agency or even the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This process also pertains to Bing ads and is conceptually the identical 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 more will extend 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.). Utilize a statistical significance testing calculator to figure out if 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 each week. It is possible to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
How you can optimize Adwords for the strongest days of each week: Log into AdWords and select a campaign or start by exploring the account in general.
View weekly performance under 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 is different for each 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 boost or decrease budgets based on the day of every week, then start working on day parting (eliminating or optimizing hours of the day).
Day Parting is very similar to the strategy above, except it means the hours during the day rather than days of each week. Various parts of the day will do far differently and the goal is always to utilize your finances as effectively as is possible every day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at qfwzkl campaign level. Set your dates to the best balance of recent and showing enough data to find out some variance between hours. For this particular analysis you might want to examine per week at the same time or even better, pop it into excel assess hours of only 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 want 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, the remainder of the segments your ads needs to be running, because when you put in a schedule, your ads will not run during any times that are not in that schedule. Now you’re ready to set a bid adjustment for each segment from the schedule depending on how it performed. If Mondays perform 30% better, try using a bid adjustment of “increase by 30%.” Don’t forget to modify your finances on nowadays accordingly using automated rules.