When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are countless variables that will 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 enhance your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, sales, and cost per conversion almost immediately. However, one of many fundamental rules in Pay Per Click Management, is always to avoid making too many changes at the same time (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover needs to be monitored and improved constantly, since they will alter and want adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you need to get it done: Split testing your ads is the only method to reach the best possible ad copy or image ad. The procedure is simple, yet for over 85% in the AdWords accounts we take control, this wasn’t being done through the previous agency or the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This method also applies to Bing ads and is also conceptually the same with ppc advertising.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you more control over your optimization. Create 2 ads (any further will extend enough time required to determine a success) for every ad group with one major difference being tested (i.e. headline, call to action, display url, website landing page, etc.). Make use of a statistical significance testing calculator to determine when you have a success. When utilizing this calculator to test which variation met your 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 produced up some data, you’ll begin to see negative or positive trends on certain days of the week. You are able to leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
How to optimize Adwords for that strongest days of every week: Log into AdWords and select a campaign or start 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 is different for each account depending on traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign according to best and worst days. For Bonus Points: Set up AdWords Automated Rules to boost or decrease budgets based on the day of every week, then start working on day parting (eliminating or optimizing hours of the day).
Day Parting is much like the strategy above, except it refers back to the hours during the day instead of days of each week. Various areas of the morning will work far differently as well as the goal is to utilize your finances as effectively as possible every day. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data in the campaign level. Set your dates for the best balance of recent and showing enough data to find out some variance between hours. For this particular analysis wovaxy may want to look at every week at any given time or better yet, pop it into excel assess hours of only certain days for a longer time period.
Check out “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you would like to control separately (for example: if you want to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the rest of the segments your ads needs to be running, because as soon as you add a schedule, your ads is not going to run during any times that are not in that schedule. Now you’re prepared to set a bid adjustment for every segment in 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 budget on these days accordingly using automated rules.