When it comes to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find hundreds of variables that can determine the success of your campaigns and collectively the account. While an optimal Google AdWords account structure requires another post in itself, today we’ll be uncovering AdWords optimizations that may improve your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically enhance your click-through-rates, conversion rates, and price per conversion very quickly. However, one of many fundamental rules in Pay Per Click Management, would be to avoid making too many changes simultaneously (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 need adjustment over time.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the best way to get to the most beneficial ad copy or image ad. The procedure is simple, yet for over 85% in the AdWords accounts we take over, this wasn’t being done through the previous agency or the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This method also pertains to Bing ads and it is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This provides you with additional control over your optimization. Create 2 ads (anymore will extend the time necessary to determine a winner) for each 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 find out once you have a success. When using this calculator to test 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 built up some data, you’ll begin to see negative or positive trends on certain days of the week. It is possible to leverage these trends by increasing or decreasing bids and budgets based upon strong and weak days.
How you can optimize Adwords for your strongest days of each week: Log into AdWords and select a campaign or start with exploring the account as a whole.
View weekly performance underneath the “Dimensions” tab, then “View:Day of Week.” Set your dates to the best balance of recent and showing enough data to view 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 schedule for each campaign based upon best and worst days. For Bonus Points: Setup 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 nearly the same as the strategy above, except it refers back to the hours of the day instead of days of each week. Various areas of the day will perform far differently as well as the goal is always to utilize your financial budget as effectively as possible every day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data on the campaign level. Set your dates to the best balance of recent and showing enough data to find out some variance between hours. For this analysis you could deatux to check out per 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” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you would like to control separately (for example: if you wish to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the remainder of the segments your ads ought to be running, because when you give a schedule, your ads is not going to run during any times that are not in that schedule. Now you’re ready to set a bid adjustment for each 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 budget on nowadays accordingly using automated rules.
Your campaign performance will vary by device. Prior to 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 amount of control we had for segmenting by doing this. There was no longer a great way to run tablet-only, or true mobile-only campaigns. As of recently, Google has brought back almost all of this functionality. You are able to bid differently on mobile, tablet, and desktop by using bid adjustments within your campaigns.