When it comes to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find hundreds of 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 account management in a matter of hours or days.
A number of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and cost per conversion very quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, is always to avoid making way too many changes at the same time (you’ll lose a record of what what helped or hurt the account). Areas that we’ll cover needs to be monitored and improved constantly, since they will alter and need adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should get it done: Split testing your ads is the only way to reach the very best ad copy or image ad. The procedure is simple, yet more than 85% of the AdWords accounts we take control, this wasn’t being done from the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Adwords ads. This technique also pertains to Bing ads and is also conceptually the same with Facebook paid ads.
Log into AdWords and select a campaign. Make sure that your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any more 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 if you have a success. When utilizing this calculator to check which variation met your ultimate 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 produced up some data, you’ll begin to see positive or negative trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How to optimize Adwords for the strongest days of the week: Log into AdWords and select a campaign or begin by exploring the account as a whole.
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 find out some variance between days. This can be different for each and every account based on traffic and the level of difference in performance between days. Adjust your ad schedule 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 each week, then proceed to day parting (eliminating or optimizing hours of the day).
Day Parting is very similar to the strategy above, except it refers back to the hours of the day rather than days of every week. Various parts of your day will work far differently and the goal is to utilize your budget as effectively as possible each day. View this data underneath 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 view some variance between hours. For this analysis you might like to take a look at per week at any given time or better yet, pop it into excel assess hours of only certain days for a longer period of time.
Visit “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for the hour segments you would like to control separately (for example: in order to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest of the segments your ads ought to be running, because when you put in 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 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 modify your budget on nowadays accordingly using automated rules.