The number one rule of search marketing is to never stop testing.
NB: This is an article from gcommerce
You never know where you’ll find the next golden goose, so it’s important to try new things and reach outside of your comfort zone. We know this, and we’re not afraid to experiment with lesser-known optimization methods to make sure we’re achieving the best possible results.
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Below, we’ve compiled test data for 3 often underutilized Google Ads optimization techniques. These tests were conducted over 2-3 months each, using data from 9 boutique hotels spread across the United States.
Implement A Paid Search Ad Schedule
Consumers don’t interact with your business the same way all the time, so it’s a good idea to tailor your hotel’s paid search ads to your audience’s schedule.
While the data below measures account-level changes, paid search ad schedules work best when tailored to an individual campaign’s performance. This is how paid search ad schedules were implemented for these 3 hotels:
Branded Terms:
+10% bid adjustment on days/times with high conversions
-50% bid adjustment on days/times with low clicks and low conversions
0% bid adjustment on all other times, so ads always have the potential to serve
Non-Branded Terms:
+10% bid adjustment on days/times with high clicks/impressions
-50% bid adjustment on days/times with high average CPCs but low clicks and low impressions
0% bid adjustment on all other times, so ads always have the potential to serve
Percent Change By Paid Search KPI:
Account-Level, Period Over Period
Overall Paid Search Ad Schedule Results:
All Key Performance Indicators (KPIs) saw an average increase in performance.
Conclusion:
Regardless of your hotel’s marketing goals, an ad schedule can be a helpful addition to your Google Ads campaigns. If you’re willing to put in the time and effort to create and monitor an ad schedule based on individual campaign performance, this is a great way to give your KPIs a boost.
Keyword Optimize Your Paid Search Ad Paths
Ad paths are an often overlooked part of paid search marketing, but it’s worth taking the extra step to optimize them and make your ads more relevant.
