With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are hundreds of variables which will 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 can improve your PPC campaigns in a matter of hours or days.
Most of these AdWords tips alone, can dramatically boost your click-through-rates, conversion rates, and cost per conversion quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, is to avoid making way too many changes at the same time (you’ll lose tabs on what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, because they can change and need adjustment with time.
Split Testing Your AdWords Campaign’s Ads. Why you should practice it: Split testing your ads is the only method to reach the very best ad copy or image ad. The process is simple, yet for over 85% of the AdWords accounts we dominate, this wasn’t being carried out from the previous agency or even the self-managing owner. You can find basically 4 steps to split testing your Adwords ads. This process also pertains to Bing ads and is conceptually exactly the same 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 give you additional control over your optimization. Create 2 ads (any further will extend time necessary to determine a winner) for every 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 figure out once you have a winner. When using this calculator to evaluate which variation met your primary 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.
Once your account has produced up some data, you’ll commence to see negative or positive trends on certain days of every week. You are able to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
The best way to optimize Adwords for the strongest days of every week: Log into AdWords and select a campaign or start by looking at the account in general.
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 find out some variance between days. This will be different for each and every account according to traffic and the degree of difference in performance between days. Adjust your ad agenda for each campaign based on best and worst days. For Bonus Points: Setup AdWords Automated Rules to boost or decrease budgets based on the day of the week, then start working on day parting (eliminating or optimizing hours during the day).
Day Parting is very similar to the strategy above, except it refers to the hours during the day instead of days of each week. Different parts of the morning will perform far differently and also the goal would be to utilize your finances as effectively as you can each day. 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 for the best balance of recent and showing enough data to see some variance between hours. For this particular analysis you may deatux to look at every week at the same time or better still, pop it into excel assess hours of only certain days for a longer period of time.
Head over to “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you would like to control separately (for instance: in order to raise bids from 2-5pm, add this segment in separately). Be sure to also add, the remainder of the segments your ads needs to be running, because when you give a schedule, your ads will never run during any times that are not because schedule. Now you’re able to set a bid adjustment for each segment of the schedule depending on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to adjust your finances on today accordingly using automated rules.
Your campaign performance will be different 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 level of control we had for segmenting in this way. There is will no longer a great way to run tablet-only, or true mobile-only campaigns. Since recently, Google has taken back most of this functionality. You are able to bid differently on mobile, tablet, and desktop by making use of bid adjustments inside your campaigns.