When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. You will find countless 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 advertising services in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversion rates, and cost per conversion very quickly. However, among the fundamental rules in Pay Per Click Management, would be to avoid making too many changes simultaneously (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover needs to be monitored and improved constantly, as they will alter and need 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 get to the very best ad copy or image ad. The procedure is simple, yet more than 85% of the AdWords accounts we take over, 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 process also pertains to Bing ads and is also conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (anymore will extend enough time necessary 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.). Make use of a statistical significance testing calculator to figure out if you have a winner. When using this calculator to check which variation met your 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.
When 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 according to strong and weak days.
The best way to optimize Adwords for the strongest days of the week: Log into AdWords and choose a campaign or begin by looking at the account in general.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates to 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 based on best and worst days. For Bonus Points: Create AdWords Automated Rules to increase 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 much like the strategy above, except it refers back to the hours throughout the day instead of days of each week. Different parts of the day will work far differently and also the goal is always to utilize your finances as effectively as possible each 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 to the best balance of recent and showing enough data to view some variance between hours. For this analysis you might want to examine per week at a time or even better, pop it into excel assess hours of only certain days for an extended time period.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for 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, all of those other segments your ads needs to be running, because when you put in a schedule, your ads will not run during any times which are not because schedule. Now you’re able to set a bid adjustment for each 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 adjust your budget on nowadays accordingly using automated rules.