When it comes to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. You will find countless variables that can 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 improve your PPC campaigns in a matter of hours or days.
A number of these AdWords tips alone, can dramatically improve your click-through-rates, conversion rates, and expense per conversion quickly. However, one of many fundamental rules in Pay Per Click Marketing Management, is always to avoid making way too many changes at once (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover needs to be monitored and improved constantly, because they will change and require adjustment over 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 most beneficial ad copy or image ad. The process is simple, yet more than 85% in the AdWords accounts we take over, this wasn’t being carried out through the previous agency or even the self-managing owner. You will find basically 4 steps to split testing your Adwords ads. This technique also relates to Bing ads and it is conceptually the identical with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (any further will extend time necessary 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 test which variation met your primary goal more consistently, your “tries” and “goals” may 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 every 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 that strongest days of the week: Log into AdWords and select a campaign or start by studying 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 view some variance between days. This can be different for each and every account based on traffic and the amount of difference in performance between days. Adjust your ad schedule for each campaign based upon best and worst days. For Bonus Points: Set up 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 of the day).
Day Parting is very similar to the strategy above, except it refers back to the hours during the day as opposed to days of every week. Different parts of the day will perform far differently as well as the goal is to utilize your financial budget as effectively as is possible each day. View this data underneath the “Dimensions” tab, then “View:Hour of Day.” As before, make sure to 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. With this analysis you might deatux to consider a week at the same time or better still, pop it into excel assess hours of only certain days for an extended time frame.
Check out “Ad Schedule” under 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). Be sure to also add, all of those other segments your ads should be running, because once you add a schedule, your ads will not run during any times which are not in this schedule. Now you’re prepared to set a bid adjustment for each segment in the schedule based on how it performed. If Mondays perform 30% better, use a bid adjustment of “increase by 30%.” Don’t forget to alter your finances on these days accordingly using automated rules.
Your campaign performance can 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 amount of control we had for segmenting by doing this. There was no more a great way to run tablet-only, or true mobile-only campaigns. As of recently, Google has taken back the majority of this functionality. You are able to bid differently on mobile, tablet, and desktop by using bid adjustments in your campaigns.