Take Advantage of Search Cycles with Ad Scheduling
Almost everything in the universe is cyclical. The planets, the seasons, migration of birds. And search engine marketing is no different. There are many examples of the cyclical nature of search: for most non-retail advertisers, the end of the year (Nov-Dec) is the low tide for traffic; the Saturday before Christmas is the busiest internet shopping day of the year each year; overall, weekends are always slower than weekdays (most people do their searching at work); and there are even times of the day that your websites usually performs best. Google AdWords has provided one tool that allows advertisers to harness these search cycles, at least at the daily and hourly level. Ad scheduling (also known as day parting) gives advertisers the ability to drive more traffic to their site during their peak performance hours.
Why use ad scheduling? When using ad scheduling (day parting) you can increase or decrease keyword bids automatically throughout the day. For example, you may determine that your best conversion rate occurs between 12pm and 8pm. The ad scheduling feature can increase your bids by a set percentage during this time period. Or, you may find that this time frame performs extremely poorly. You could also set ad scheduling to pause your keywords during this time.
How do you determine when to pause or accelerate your bid? You can set an ad group report at the hourly level. This will show you when your conversion rate is highest and lowest. Also, you can use analytics to determine this information as well.
Setting your targeted times: Ad scheduling is established at the campaign level. Setting up ad scheduling for a campaign requires two steps. First, enable ad scheduling for any given campaign. Once ad scheduling is enabled, you choose the times when you want your ad to run. Here is a quick screen shot of the set up process:
As you can see from the example above, I have set my ads to run from 12pm until 8pm (the boxes in green). And my ads will not display during other times of the day (the boxes in gray).
A note on time zones: The times that you chose to accelerate or pause your ads adhere to the time zone that is set for your AdWords campaign. My ads will display from 12-8pm eastern standard time. However, keep in mind that it’s not the same time everywhere. According to these settings, for example, my ads will run from 10am-6pm for searchers on Mountain Standard Time.
Always take advantage of search cycles whether they are annual, weekly, daily or even hourly. Learn when your customer is ready to fully interact with your site, and adjust your PPC settings accordingly!
Browse By Category
You can’t have an outstanding team without an outstanding culture
There's a reason why our team thinks we are a great place to work and no, its not because we have a ping pong table set up. See more about Hanapin's latest certification + we'll let you in on a little secret!
Tracking UAC Performance Through Third-Party App Analytics
Explore how to link and import app downloads and in-app events in Google Ads through third-party app analytics providers.
The 2019 Budget Season Doesn't Have to Be a Nightmare
You could just go off of a formula and call it a day, but in order to have a solid budget in place you need to take the time to prepare.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
How to Build an In-Platform Facebook Ads Funnel
Facebook has many tools to help you build your funnel right in the platform, and to nurture that funnel without taking users off-platform at all.
How We Gained $21,000 More in Revenue by Changing One Color
Testing button color, or the color of any element on your page can be extremely rewarding - if it is done correctly. See how you can turn a simple test into drastic results.
New Research! The State of PPC
This year's State of PPC annual report has arrived! Grab the download for the latest trends and benchmarks in the PPC industry.
Load More »