With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables that can determine the achievements 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 improve PPC agency in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and cost per conversion very quickly. However, one of many fundamental rules in Pay Per Click Advertising Management, is always to avoid making a lot of 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, as they can change and need adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you should get it done: Split testing your ads is the only way to arrive at the very best ad copy or image ad. The process is simple, yet more than 85% from the AdWords accounts we take control, this wasn’t being carried out by the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This technique also applies to Bing ads and is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you additional control over your optimization. Create 2 ads (any further will extend 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.). Utilize a statistical significance testing calculator to determine if you have a winner. When using this calculator to test which variation met your 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 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.
The best way to optimize Adwords for that strongest days of the week: Log into AdWords and choose a campaign or start by looking at the account overall.
View weekly performance under 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 based on traffic and the degree of difference in performance between days. Adjust your ad agenda for each campaign according to best and worst days. For Bonus Points: Create AdWords Automated Rules to increase 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 to the hours throughout the day instead of days of each week. Various parts of the morning will work far differently and the goal is always to utilize your financial budget as effectively as possible on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data at qfwzkl campaign level. Set your dates for the best balance of recent and showing enough data to see some variance between hours. For this analysis you might want to examine a week at a time or even better, pop it into excel assess hours of just certain days for an extended time frame.
Check out “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you want to control separately (for example: if you want 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 when you give a schedule, your ads will never run during any times that are not because schedule. Now you’re prepared to set a bid adjustment for each and 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 alter your financial budget on these days accordingly using automated rules.