In terms of successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns is definitely an unpredictable and frustrating journey. You can find hundreds of variables which will determine the achievements of your campaigns and collectively the account. While best PPC management company account structure requires another post by itself, today we’ll be uncovering AdWords optimizations that may boost your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically improve your click-through-rates, sales, and price per conversion almost immediately. However, among the fundamental rules in Pay Per Click Marketing Management, would be to avoid making too many changes at once (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, because they can change and need adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the only method to get to the very best ad copy or image ad. The procedure is simple, yet for more than 85% in the AdWords accounts we dominate, this wasn’t being carried out through the previous agency or the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This method also relates 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 required to determine a winner) for every ad group with one major difference being tested (i.e. headline, call to action, display url, landing page, etc.). Use a statistical significance testing calculator to figure out if you have a winner. When using this calculator to check which variation met your ultimate goal more consistently, your “tries” and “goals” could be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up up another test split test.
When your account has built up some data, you’ll commence 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 you can optimize Adwords for the strongest days of the week: Log into AdWords and select a campaign or begin by looking at 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 see some variance between days. This is different for each account based 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: Set up AdWords Automated Rules to boost or decrease budgets based on the day of the week, then move on to day parting (eliminating or optimizing hours of the day).
Day Parting is much like the strategy above, except it refers back to the hours of the day as opposed to days of the week. Various areas of the day will do far differently and the goal is always to utilize your budget as effectively as is possible each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at eavvyq campaign level. Set your dates to the best balance of recent and showing enough data to see some variance between hours. For this analysis you might want to take a look at a week at the same time or better still, pop it into excel assess hours of just certain days for a longer time period.
Check out “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you need to control separately (for example: if you want to raise bids from 2-5pm, add this segment in separately). Make sure to also add, the remainder of the segments your ads needs to be running, because as soon as you add a schedule, your ads will not run during any times that are not in this schedule. Now you’re able to set a bid adjustment for every segment in the schedule depending on how it performed. If Mondays perform 30% better, try using a bid adjustment of “increase by 30%.” Don’t forget to alter your budget on these days accordingly using automated rules.