With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find hundreds of variables that can determine the achievements 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 will improve PPC marketing services in a matter of hours or days.
A number of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and cost per conversion quickly. However, among the fundamental rules in Pay Per Click Marketing Management, is to avoid making a lot of changes at the same time (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover ought to be monitored and improved constantly, since they will change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the best way to reach the best possible ad copy or image ad. The process is simple, yet for over 85% of the AdWords accounts we take over, this wasn’t being done through the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This method also pertains to Bing ads and is also conceptually the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any more will extend time required to determine a success) for each and every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Use a statistical significance testing calculator to find out when you have a success. When using this calculator to test which variation met your 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.
Once your account has produced up some data, you’ll start to see positive or negative trends on certain days of the week. You can leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
How to optimize Adwords for that strongest days of each week: Log into AdWords and select a campaign or start with studying the account overall.
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 can be different for each account according to traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign based upon best and worst days. For Bonus Points: Create 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 during the day).
Day Parting is nearly the same as the strategy above, except it means the hours during the day instead of days of the week. Various areas of your day will perform far differently and also 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 to 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 take a look at a week at a time or even better, pop it into excel assess hours of just certain days for a longer period of time.
Check out “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for the hour segments you would like to control separately (for instance: in order 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 as soon as you add a schedule, your ads is not going to run during any times that are not because 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 adjust your finances on nowadays accordingly using automated rules.