In terms of successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find hundreds of variables which will determine the success of your campaigns and collectively the account. While an optimal Adwords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that will boost your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically enhance your click-through-rates, conversions, and cost per conversion very quickly. However, among the fundamental rules in Pay Per Click Advertising Management, is to avoid making a lot of changes at the same time (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, since they will alter and want adjustment over time.
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 best possible ad copy or image ad. The procedure is simple, yet for more than 85% of the AdWords accounts we take over, this wasn’t being carried out through the previous agency or the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This technique also relates to Bing ads and it is conceptually the same with Facebook paid ads.
Log into AdWords and choose a campaign. Make sure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (any more will extend time required to determine a winner) for every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Utilize a statistical significance testing calculator to figure out when you have a winner. When you use this calculator to evaluate which variation met your ultimate 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.
As soon as your account has produced up some data, you’ll start to see positive or negative 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.
The best way to optimize Adwords for the strongest days of each week: Log into AdWords and select a campaign or start with looking at 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 view some variance between days. This will be different for each account depending on traffic and the degree of difference in performance between days. Adjust your ad agenda 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 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 every week. Various parts of the day will do far differently and also the goal is to utilize your financial budget as effectively as you can 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 the campaign level. Set your dates towards the best balance of recent and showing enough data to view some variance between hours. For this analysis you may deatux to look at per week at any given time or even better, pop it into excel assess hours of only certain days for a longer time frame.
Head over to “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you want to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the rest of the segments your ads ought to be running, because once you add a schedule, your ads will not run during any times which are not in that schedule. Now you’re prepared to set a bid adjustment for each and every segment of the schedule based on how it performed. If Mondays perform 30% better, try using a bid adjustment of “increase by 30%.” Don’t forget to adjust your finances on these days accordingly using automated rules.
Your campaign performance can vary by device. Just before 2012 and Google’s rollout of “enhanced campaigns” digital marketing agencies would create separate mobile, tablet, and computer campaigns and control them each independently.
Google then took away the level of control we had for segmenting in this way. There was clearly will no longer a great way to run tablet-only, or true mobile-only campaigns. Since recently, Google has taken back most of this functionality. You are able to bid differently on mobile, tablet, and desktop by using bid adjustments within your campaigns.