PPC campaign
How to optimize a currently running Adwords campaign?
Google Adwords Campaign Optimization
Professional advertisers don’t just publish ads and hope they will work. Yes, some ideas come from creativity and brainstorming sessions, but, in my opinion, the best campaigns are the ones that are tweaked using mathematical techniques.
Today we will explore the challenger/recruit concept. The main idea is simple: at any time in your campaign, you should always have two variations of your best ads running. Why? It is rare that a new concept will work perfectly out of the box. Reasons are that the public might not react exactly the way you expected or worse, a competitor started his campaign with a similar ad and you lost your distinctive concept.
Ads resulting from this technique will be slow incremental improvements? based on market response. Let’s say for example your best ad is “Most practical product, click here”. You should cut 20% of its budget and reallocate the money into a new slightly different ad for example: “Most practical product, buy here”. Run the recruit for a few days and if it’s performing better than the challenger, replace it.
One difficulty can be determining how many impressions you need before making a decision. Ads should run for a minimum of 1 week to eliminate the effect of week days i.e. if your ad contains the word “coffee”, it might be more popular on Monday hehe. Also, be careful of special holidays. There is no absolute rule on the number of impressions you should base your decision on, however, a good rule of thumb is about 200 impressions per day for the monitoring period.
eMarketing strategist
Tags: adwords, google, PPC campaign, PPC optimization, SEM
