With regards to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find countless variables which will determine the achievements 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 will improve PPC advertising management in a matter of hours or days.
Many of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and price per conversion very quickly. However, one of the fundamental rules in Pay Per Click Advertising Management, is to avoid making way too many changes simultaneously (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, as they can change and need adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only method to get to the best possible ad copy or image ad. The process is simple, yet for more than 85% in the AdWords accounts we take control, this wasn’t being done from the previous agency or the self-managing owner. You will find basically 4 steps to split testing your Google AdWords ads. This method also applies to Bing ads and is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any more will extend time required 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.). Make use of a statistical significance testing calculator to find out once you have a success. When using this calculator to test 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 up another test split test.
As soon as your account has built up some data, you’ll commence to see positive or negative trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
The best way to optimize Adwords for your strongest days of every week: Log into AdWords and choose a campaign or start with studying the account overall.
View weekly performance under the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to see some variance between days. This will be different for each and every account based on traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign based upon 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 of the day).
Day Parting is nearly the same as the strategy above, except it means the hours of the day rather than days of every week. Different parts of the morning will perform far differently as well as the goal would be to utilize your finances as effectively as possible on a daily basis. View this data underneath 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 see some variance between hours. For this particular analysis you might want to look at every week at any given time or better still, pop it into excel assess hours of only certain days for an extended time period.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you would like to control separately (as an example: if you want to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the rest of the segments your ads needs to be running, because when you add a schedule, your ads will never run during any times which are not in this schedule. Now you’re ready to set a bid adjustment for every segment from the schedule based on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to modify your finances on today accordingly using automated rules.