With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find hundreds of 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 will boost your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and expense per conversion almost immediately. However, one of the fundamental rules in Pay Per Click Advertising Management, is always to avoid making a lot of changes simultaneously (you’ll lose tabs on what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, as they will change and require adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you need to do it: Split testing your ads is the only way to get to the best possible ad copy or image ad. The process is simple, yet for more than 85% from the AdWords accounts we take control, this wasn’t being carried out through the previous agency or the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This technique also pertains to Bing ads and is also 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 positioned to “Rotate indefinitely.” This will give you more control over your optimization. Create 2 ads (any further will extend the time essential 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.). Utilize a statistical significance testing calculator to figure out when you have a winner. When you use this calculator to check 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 up another test split test.
Once your account has produced up some data, you’ll begin to see positive or negative trends on certain days of each week. It is possible to leverage these trends by increasing or decreasing bids and budgets based upon 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 begin by looking at the account as a whole.
View weekly performance beneath the “Dimensions” tab, then “View:Day of Week.” Set your dates towards the best balance of recent and showing enough data to see some variance between days. This is different for each and every account depending on traffic and the amount of difference in performance between days. Adjust your ad agenda for each campaign based on best and worst days. For Bonus Points: Create AdWords Automated Rules to boost or decrease budgets based on the day of every week, then proceed to 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 as opposed to days of every week. Various areas of the morning will do far differently as well as the goal is always to utilize your budget as effectively as is possible each day. View this data underneath 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 view some variance between hours. For this particular analysis you could deatux to check out every week at the same time or even better, 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 example: if you wish 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 will not run during any times which are not in that schedule. Now you’re prepared to set a bid adjustment for each 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.
Your campaign performance can vary by device. 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 this way. There was clearly will no longer a wonderful 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 utilizing bid adjustments within your campaigns.