When it comes to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. There are hundreds of variables which will 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 may improve pay per click advertising management in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and expense per conversion quickly. However, among the fundamental rules in Pay Per Click Management, is to avoid making a lot of changes at once (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover ought to be monitored and improved constantly, since they will alter and need adjustment with 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 more than 85% of the AdWords accounts we dominate, this wasn’t being carried out by 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 exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (any further will extend enough time essential to determine a winner) for each 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 figure out 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 up another test split test.
As soon as your account has produced up some data, you’ll begin 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 on strong and weak days.
How you can optimize Adwords for your strongest days of each week: Log into AdWords and select a campaign or start by studying the account overall.
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 view some variance between days. This is different for every account depending on traffic and the level of difference in performance between days. Adjust your ad schedule for each campaign according to best and worst days. For Bonus Points: Create AdWords Automated Rules to boost or decrease budgets based on the day of the week, then start working on day parting (eliminating or optimizing hours throughout the day).
Day Parting is nearly the same as the strategy above, except it refers back to the hours throughout the day as opposed to days of every week. Various parts of the morning will perform far differently and also the goal is always to utilize your finances as effectively as is possible every day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at qfwzkl campaign level. Set your dates towards the best balance of recent and showing enough data to see some variance between hours. For this analysis you might want to examine every week at a time or better still, pop it into excel assess hours of only certain days for a longer time period.
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 (as an example: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure you also add, all of those other segments your ads should be running, because once you add a schedule, your ads will never run during any times which are not in that schedule. Now you’re able to set a bid adjustment for every segment in 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 nowadays accordingly using automated rules.