When it comes to successful AdWords campaign management, understanding and most importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are hundreds of variables that 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 may enhance your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, conversions, and expense per conversion very quickly. However, one of the fundamental rules in Pay Per Click Marketing Management, would be to avoid making too many changes at the same time (you’ll lose track of what what helped or hurt the account). The 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 ought to practice it: Split testing your ads is the best way to reach the very best ad copy or image ad. The procedure is simple, yet for over 85% in the AdWords accounts we take control, this wasn’t being done through the previous agency or the self-managing owner. You can find basically 4 steps to split testing your Google AdWords ads. This process also applies to Bing ads and it is conceptually the same with Facebook paid ads.
Log into AdWords and choose a campaign. Ensure your campaign’s ad rotation settings are set to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (any further will extend enough time essential to determine a winner) for each ad group with one major difference being tested (i.e. headline, call to action, display url, landing page, etc.). Use a statistical significance testing calculator to find out once you have a winner. When utilizing this calculator to evaluate which variation met your goal more consistently, your “tries” and “goals” could be respectively “impressions” vs. “clicks” or “clicks” vs. “conversions.” Pause the loser and set up up another test split test.
As soon as your account has built up some data, you’ll start to see negative or positive 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 to optimize Adwords for the strongest days of each week: Log into AdWords and select a campaign or start by studying the account in general.
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 see some variance between days. This will be different for each and every account depending on 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: Create AdWords Automated Rules to boost or decrease budgets based on the day of every week, then move on 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 during the day instead of days of the week. Various areas of the day will work far differently and also the goal is to utilize your budget as effectively as you can each day. View this data beneath the “Dimensions” tab, then “View:Hour of Day.” As before, be sure to view this data at the campaign level. Set your dates to the best balance of recent and showing enough data to view some variance between hours. For this analysis you might deatux to consider every week at any given time or better still, pop it into excel assess hours of just certain days for a longer time period.
Check out “Ad Schedule” underneath the Campaign’s “Settings” tab and add in a schedule for the hour segments you want to control separately (as an 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 is not going to run during any times that are not in this schedule. Now you’re able to set a bid adjustment for each 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 these days 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 this way. There is no longer a great way to run tablet-only, or true mobile-only campaigns. Since recently, Google has taken back the majority of this functionality. You can bid differently on mobile, tablet, and desktop by utilizing bid adjustments inside your campaigns.