When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find countless variables that will determine the success of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that can improve pay per click marketing services in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, conversion rates, and expense per conversion almost immediately. However, among the fundamental rules in Pay Per Click Advertising Management, would be to avoid making too many changes at the same time (you’ll lose a record of what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, since they can change and need adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only way to arrive at the very best ad copy or image ad. The procedure is simple, yet for more than 85% from the AdWords accounts we dominate, this wasn’t being carried out by the previous agency or perhaps the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This technique also relates to Bing ads and is also conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure 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 time essential to determine a winner) for 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 find out if you have a winner. When utilizing 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.
When your account has built up some data, you’ll start to see negative or positive trends on certain days of each week. You are able to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How you can optimize Adwords for the strongest days of the week: Log into AdWords and select a campaign or start by studying the account in general.
View weekly performance underneath 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 can be different for every account based on traffic and the level 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 increase or decrease budgets based on the day of the 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 refers back to the hours during the day rather than days of each week. Various areas of the morning will do far differently and the goal is always to utilize your budget as effectively as is 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 view some variance between hours. With this analysis you might want to examine every week at the same time or even better, pop it into excel assess hours of just certain days for a longer time period.
Check out “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 (for instance: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the rest of the segments your ads should be running, because once you add a schedule, your ads will not run during any times which are not in this schedule. Now you’re able to set a bid adjustment for each and every segment in 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 alter your financial budget on these days accordingly using automated rules.