When it comes to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You can find countless variables which will 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 may improve your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and price per conversion very quickly. However, among the fundamental rules in Pay Per Click Management, would be to avoid making too many changes simultaneously (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover should be monitored and improved constantly, as they can change and want adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the only way to arrive at the most beneficial ad copy or image ad. The procedure is simple, yet for more than 85% in the AdWords accounts we dominate, this wasn’t being done from the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This method also applies to Bing ads and is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Make sure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with additional control over your optimization. Create 2 ads (any further will extend time essential to determine a success) 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 if you have a winner. When utilizing this calculator to evaluate which variation met your primary 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 begin to see positive or negative trends on certain days of the 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 that strongest days of each week: Log into AdWords and select a campaign or start with looking at the account as a whole.
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 view some variance between days. This can be different for every account according to traffic and the degree of difference in performance between days. Adjust your ad schedule for each campaign based on best and worst days. For Bonus Points: Create AdWords Automated Rules to improve or decrease budgets based on the day of every week, then proceed to day parting (eliminating or optimizing hours during the day).
Day Parting is much like the strategy above, except it refers back to the hours throughout the day instead of days of every week. Various parts of your day will do far differently and the goal is to utilize your finances as effectively as you can on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data at the 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 may deatux to consider per week at a time or better yet, pop it into excel assess hours of just certain days for a longer period of time.
Check out “Ad Schedule” beneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you need 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 should be running, because when you put in a schedule, your ads is not going to run during any times which are not because schedule. Now you’re prepared 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 adjust your finances 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 level of control we had for segmenting in this way. There was no more a terrific way to run tablet-only, or true mobile-only campaigns. At the time of recently, Google has taken back most of this functionality. You can bid differently on mobile, tablet, and desktop by using bid adjustments in your campaigns.