When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find numerous variables that can determine the success of your campaigns and collectively the account. While an optimal Adwords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that can enhance your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically improve 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 simultaneously (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover needs to be monitored and improved constantly, because they will change and want adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the best way to arrive at the best possible ad copy or image ad. The process is simple, yet for more than 85% in the AdWords accounts we take over, this wasn’t being carried out through the previous agency or perhaps the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This method also relates to Bing ads and it is conceptually the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any further will extend enough time required to determine a success) 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 find out when you have a winner. When utilizing this calculator to evaluate which variation met your goal more consistently, your “tries” and “goals” may be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up another test split test.
Once your account has produced up some data, you’ll commence to see negative or positive trends on certain days of each week. It is possible to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
The best way to optimize Adwords for that strongest days of each week: Log into AdWords and select a campaign or begin by studying the account in general.
View weekly performance under 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 account depending on traffic and the degree 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 improve or decrease budgets based on the day of each week, then move on to day parting (eliminating or optimizing hours of the day).
Day Parting is very similar to the strategy above, except it refers to the hours during the day instead of days of the week. Various parts of the morning will work far differently as well as the goal is always to utilize your finances as effectively as possible on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data in the campaign level. Set your dates towards the best balance of recent and showing enough data to view some variance between hours. For this particular analysis you could deatux to look at every week at a time or even better, pop it into excel assess hours of only certain days for an extended time period.
Check out “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you need to control separately (for instance: 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 should be running, because once you put in a schedule, your ads will never run during any times which are not because schedule. Now you’re able to set a bid adjustment for each and every 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 alter your financial budget on these days accordingly using automated rules.
Your campaign performance can vary by device. Before 2012 and Google’s rollout of “enhanced campaigns” digital marketing agencies would create separate mobile, tablet, and computer campaigns and control them each independently.
Google then took away the degree of control we had for segmenting by doing this. There was clearly will no longer a wonderful way to run tablet-only, or true mobile-only campaigns. At the time of recently, Google has brought back the majority of this functionality. It is possible to bid differently on mobile, tablet, and desktop by making use of bid adjustments in your campaigns.