With regards to successful AdWords campaign management, understanding and even more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are numerous 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 enhance your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically enhance your click-through-rates, sales, and expense per conversion quickly. However, among the fundamental rules in Pay Per Click Advertising Management, would be to avoid making too many changes at once (you’ll lose track of what what helped or hurt the account). Areas that we’ll cover ought to be monitored and improved constantly, because they will change and want adjustment as time passes.
Split Testing Your AdWords Campaign’s Ads. Why you should get it done: Split testing your ads is the only method to reach the most beneficial ad copy or image ad. The process is simple, yet for more than 85% of the AdWords accounts we dominate, this wasn’t being done from the previous agency or even the self-managing owner. There are basically 4 steps to split testing your Google AdWords ads. This process also relates to Bing ads and it is conceptually exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure that your campaign’s ad rotation settings are set to “Rotate indefinitely.” This provides you with more control over your optimization. Create 2 ads (any more will extend time necessary to determine a success) for every 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 if you have a success. When using 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.
When your account has produced up some data, you’ll start 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 according to strong and weak days.
The best way to optimize Adwords for the strongest days of the week: Log into AdWords and select a campaign or begin by exploring 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 account depending on traffic and the degree of difference in performance between days. Adjust your ad agenda for each campaign according to best and worst days. For Bonus Points: Set up AdWords Automated Rules to increase or decrease budgets based on the day of the 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 to the hours during the day instead of days of each week. Various parts of your day will perform far differently and the goal is always to utilize your finances as effectively as is possible on a daily basis. View this data under the “Dimensions” tab, then “View:Hour of Day.” As before, make sure you view this data in the campaign level. Set your dates towards the best balance of recent and showing enough data to see some variance between hours. For this analysis you may deatux to look at per week at any given time or better still, pop it into excel assess hours of just certain days for an extended time frame.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for the hour segments you would like to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Be sure to also add, all of those other 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 able to set a bid adjustment for each segment of 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 modify your financial budget on these days accordingly using automated rules.
Your campaign performance will be different 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 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 can bid differently on mobile, tablet, and desktop by using bid adjustments inside your campaigns.