With regards to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. There are countless variables which will determine the achievements of your campaigns and collectively the account. While an optimal Adwords account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that may improve pay per click advertising management in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and cost per conversion almost immediately. However, one of the fundamental rules in Pay Per Click Management, would be to avoid making way too many changes simultaneously (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, as they can change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the only way to get to the best possible ad copy or image ad. The procedure is simple, yet for over 85% of the AdWords accounts we dominate, this wasn’t being carried out by 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 it is conceptually the identical with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any further will extend enough time required 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.). Utilize a statistical significance testing calculator to find out if you have a success. When utilizing this calculator to evaluate 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.
Once 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 your strongest days of the week: Log into AdWords and choose a campaign or start by exploring 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 find out some variance between days. This will be different for every 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: Setup 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 very similar to the strategy above, except it refers to the hours throughout the day instead of days of the week. Various parts of your day will perform far differently as well as the goal is to utilize your finances as effectively as you can every day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data at qfwzkl campaign level. Set your dates for the best balance of recent and showing enough data to see some variance between hours. With this analysis you might like to examine every week at any given time or better still, pop it into excel assess hours of just certain days for a longer time period.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you need to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the remainder of the segments your ads ought to be running, because once you put in a schedule, your ads will not run during any times that are not in that schedule. Now you’re ready to set a bid adjustment for every segment of the schedule depending 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.