When it comes to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are hundreds of variables that can determine the success 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 enhance your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically boost your click-through-rates, conversions, and price per conversion quickly. However, one of the fundamental rules in Pay Per Click Management, would be to avoid making a lot of changes at once (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, since they will change and need adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should do it: Split testing your ads is the only method to get to the most beneficial ad copy or image ad. The process 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. You will find basically 4 steps to split testing your Adwords ads. This process also applies to Bing ads and is conceptually the same with Facebook paid ads.
Log into AdWords and choose a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will give you more control over your optimization. Create 2 ads (anymore will extend time essential 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.). Utilize a statistical significance testing calculator to determine when you have a winner. When you use this calculator to test which variation met your ultimate 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 commence to see positive or negative trends on certain days of each week. You can leverage these trends by increasing or decreasing bids and budgets based on strong and weak days.
How you can optimize Adwords for your strongest days of every week: Log into AdWords and choose a campaign or begin by studying the account as a whole.
View weekly performance beneath 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 can be different for each and every account according to 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: Setup AdWords Automated Rules to boost or decrease budgets based on the day of each week, then move on to day parting (eliminating or optimizing hours throughout the day).
Day Parting is very similar to the strategy above, except it means the hours of the day instead of days of the week. Various areas of your day will perform far differently and the goal would be to utilize your finances as effectively as is possible each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data on the 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 could deatux to look at every week at any given time or even better, pop it into excel assess hours of only certain days for a longer time frame.
Head over to “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for all the hour segments you need to control separately (for example: if you wish 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 give a schedule, your ads will never run during any times which are not in that schedule. Now you’re prepared to set a bid adjustment for every segment of 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 nowadays accordingly using automated rules.
Your campaign performance will vary by device. Just before 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 in this way. There was no longer a great way to run tablet-only, or true mobile-only campaigns. At the time of recently, Google has brought back the majority of this functionality. You can bid differently on mobile, tablet, and desktop by using bid adjustments within your campaigns.