With regards to successful AdWords campaign management, understanding and more importantly optimizing AdWords campaigns can be an unpredictable and frustrating journey. There are 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 can boost your PPC campaigns in a matter of hours or days.
Many of these AdWords tips alone, can dramatically improve your click-through-rates, conversions, and price per conversion almost immediately. However, among the fundamental rules in Pay Per Click Management, is to avoid making way too many changes at once (you’ll lose a record of what what helped or hurt the account). The areas that we’ll cover should be monitored and improved constantly, since 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 only way to get to the very best ad copy or image ad. The process is simple, yet for more than 85% in the AdWords accounts we dominate, this wasn’t being carried out through the previous agency or perhaps the self-managing owner. There are basically 4 steps to split testing your Adwords ads. This method also applies to Bing ads and is conceptually exactly the same with Facebook paid ads.
Log into AdWords and select a campaign. Ensure your campaign’s ad rotation settings are positioned to “Rotate indefinitely.” This will provide you with more control over your optimization. Create 2 ads (any further will extend time required to determine a success) for each and 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 once you have a success. 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 up another test split test.
As soon as your account has built up some data, you’ll commence to see negative or positive trends on certain days of each week. It is possible to leverage these trends by increasing or decreasing bids and budgets according to strong and weak days.
The best way to optimize Adwords for that strongest days of each week: Log into AdWords and select a campaign or start with exploring the account overall.
View weekly performance underneath 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 can be different for every account based 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 throughout the day).
Day Parting is very similar to the strategy above, except it refers to the hours throughout the day as opposed to days of every week. Various parts of your day will perform far differently and the goal is always to utilize your budget as effectively as you can every 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 towards the best balance of recent and showing enough data to see some variance between hours. For this analysis you may deatux to check out per week at any given time or better still, pop it into excel assess hours of only certain days for an extended time frame.
Head over to “Ad Schedule” under the Campaign’s “Settings” tab and add in a schedule for all the hour segments you want to control separately (for instance: if you want to raise bids from 2-5pm, add this segment in separately). Make sure you also add, the rest of the segments your ads ought to be running, because when you put in a schedule, your ads will never run during any times which are not in this schedule. Now you’re ready to set a bid adjustment for every 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 adjust your budget on today 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 level of control we had for segmenting in this way. There is no longer a great way to run tablet-only, or true mobile-only campaigns. At the time of recently, Google has taken back the majority of this functionality. It is possible to bid differently on mobile, tablet, and desktop by making use of bid adjustments inside your campaigns.