With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are countless variables that can 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 may improve PPC consultant in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, sales, and expense per conversion quickly. However, one of many fundamental rules in Pay Per Click Management, is to avoid making a lot of changes simultaneously (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 will change and need adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you ought 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% from the AdWords accounts we take over, this wasn’t being done through the previous agency or the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This method also applies to Bing ads and is also 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 (anymore will extend the time required to determine a success) for each 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 determine if you have a success. When utilizing this calculator to evaluate which variation met your primary goal more consistently, your “tries” and “goals” can be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up another test split test.
When your account has built up some data, you’ll begin to see positive or negative trends on certain days of the week. You can leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
How you can optimize Adwords for the strongest days of each week: Log into AdWords and choose a campaign or start with looking at the account in general.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to view some variance between days. This is different for each account according to traffic and the amount 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 improve or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours of the day).
Day Parting is much like the strategy above, except it means the hours throughout the day as opposed to days of every week. Various parts of the day will work far differently as well as the goal would be to utilize your financial budget as effectively as you can 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 find out some variance between hours. With this analysis you might want to take a look at a week at the same time or better yet, pop it into excel assess hours of only certain days for an extended time frame.
Head over to “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you need to control separately (for example: in order to raise bids from 2-5pm, add this segment in separately). Make sure to also add, all of those other segments your ads needs to be running, because once you add a schedule, your ads will never run during any times which are not because schedule. Now you’re ready to set a bid adjustment for each 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 these days accordingly using automated rules.