When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are hundreds of variables that can 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 your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, conversions, and cost per conversion very quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, is to avoid making too many changes at the same time (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, because they will change and require adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the only way to get to the best possible ad copy or image ad. The process is simple, yet for over 85% in the AdWords accounts we dominate, this wasn’t being done through the previous agency or even the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This technique also applies to Bing ads and is also conceptually exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (anymore will extend time essential 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.). Make use of a statistical significance testing calculator to determine once you have a success. When you use this calculator to test 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.
As soon as your account has built up some data, you’ll start to see negative or positive 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 the week: Log into AdWords and choose a campaign or begin by looking at the account as a whole.
View weekly performance beneath the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to find out some variance between days. This will be different for each account based on traffic and the amount of difference in performance between days. Adjust your ad schedule for each campaign based on 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 start working on day parting (eliminating or optimizing hours of the day).
Day Parting is nearly the same as the strategy above, except it means the hours in 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 budget as effectively as possible each day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data in the campaign level. Set your dates towards the best balance of recent and showing enough data to find out some variance between hours. With this analysis you may want to consider per week at a time or better yet, pop it into excel assess hours of just certain days for a longer time frame.
Head to “Ad Schedule” underneath 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 should be running, because when you add a schedule, your ads will never run during any qykycw that are not in that schedule. Now you’re ready to set a bid adjustment for each and every segment of 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 these days accordingly u