When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns is surely an unpredictable and frustrating journey. You will find numerous 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 will improve pay per click advertising company in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversion rates, and expense per conversion very quickly. However, one of many fundamental rules in Pay Per Click Management, would be to avoid making way too many changes at once (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, as they will change and need adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the best way to arrive at the very best ad copy or image ad. The procedure is simple, yet for over 85% from the AdWords accounts we dominate, this wasn’t being done by the previous agency or the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This process also pertains to Bing ads and it is conceptually the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure 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 enough time necessary 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.). Make use of a statistical significance testing calculator to figure out if you have a winner. When utilizing 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 another test split test.
As soon as your account has produced up some data, you’ll begin to see positive or negative trends on certain days of each 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 each week: Log into AdWords and choose a campaign or begin by exploring the account overall.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates for the best balance of recent and showing enough data to find out some variance between days. This is different for each account according to traffic and the level of difference in performance between days. Adjust your ad agenda for each campaign based on best and worst days. For Bonus Points: Set up 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 nearly the same as the strategy above, except it refers to the hours during the day rather than days of each week. Various areas of your day will work far differently as well as the goal would be to utilize your budget as effectively as you can each day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to view this data at qfwzkl campaign level. Set your dates for the best balance of recent and showing enough data to view some variance between hours. For this particular analysis you might want to look at per week at the same time or better still, pop it into excel assess hours of just certain days for a longer time frame.
Visit “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for all of the hour segments you need to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the rest of the segments your ads needs to be running, because when you add a schedule, your ads is not going to run during any times that are not because schedule. Now you’re able to set a bid adjustment for every segment from 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 finances on today accordingly using automated rules.