How to Improve Account Performance by Utilizing Bid Adjustments
In this tutorial our Elite SEM online marketing expert will be showing you how to see account performance across each hour of the day and how to improve account performance by utilizing bid adjustments on days or times that are performing well, or are underperforming.
How to See Account Performance by Hour of Day and by Day of Week
Step 1 – Go into the Adwords UI and to the “Dimensions” tab. Set the date range and under the “View” drop down menu select Time >> Hour of Day.
Step 2 – Take a look at your data and see if you notice any trends that stand out. Based on the data we pulled it looks like from the hours of 3am-5am we are below our goal of a 4:1 return. And from the hours of 5pm-8pm we are above our goal.
How to Adjust Bids During Specific Times to Improve Account Performance
Step 3 – Now let’s adjust our bids during those times to improve account performance. Go to the “Settings” tab and select “Ad Schedule.”
Step 4 – Select “Edit Ad Schedule.” Select the campaign you would like to modify and “Create Custom Schedule.” Here we can select the days and hours we would like to make bid adjustments. We will be making adjustments to the hours between 3am-5am and 5pm-8pm. Keep in mind that you will also need to create ad schedules for the days/times that you are not going to be adjusting. You will leave those at 0% but you must include them or else your ads will pause during those times.
Step 5 – Find the campaign you set up ad schedules for and add your bid adjustment by clicking the “ – -“ in the “Bid Adjustment” column or selecting the schedules you would like to adjust and clicking the “Set Bid Adjustment” button at the top.
How to Quickly Copy Bid Adjustments to Other Campaigns
Step 6 – Now that you have set up bid adjustments for one campaign we’ll show you how to quickly copy these to any other campaign you would like to have the same adjustments. Open Adwords Editor, “Get Recent Changes” and find the campaign that you just applied the bid adjustments. Select the “Campaign” Tab and highlight the campaign name. Command + C or Right Click and select Copy. You will notice that next to “Ad Schedule” there is a percentage. This signifies that bid adjustments have been made.
Step 7 – Go to another campaign that you would like to have the same bid adjustments. Under the campaigns tab you will see “Ad Schedule” with “None” and “Paste” on the right hand side. Select paste and you will see that the same ad schedule from the other campaign has been pasted.
This is a great way to see how your campaigns are performing based on day of the week and time of day. And also provides you with a quick and easy way to utilize bid adjustments across a large amount of campaigns and capitalize on your best performing times!
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