Google Paid Search Ad Scheduling
With Google’s semi-recent introduction of Ad Scheduling (day parting), advertisers can now easily limit distribution of their ads to specific times of the day. Limiting your impressions to peak activity times can help improve your click through rate and ultimately conversion rate. In many cases, this can be as easy as limiting your distribution to regular business hours. However, depending on the site, this may not be the most effective approach.
To start, identify trends in peak ordering times. Conversely, you should also identify dead times…..when you get high traffic, page views, etc with a disproportionate amount of orders. By removing your ads from distribution during the dead times, you can save money and spend more during the peak ordering times. For example, if the you find the highest percentage of orders coming in during lunch hours, take advantage of this data and increase your exposure during these peak hours.
Another point to consider are the early morning hours. Keep in mind that your daily budget resets at midnight. If you have not historically seen orders coming in until 6am…..it would be a good test to start running your ads around 6am. With a new daily budget at 12am, you may see your CPC prices increase. Advertisers with smaller budgets will gradually begin to disappear throughout the day…leaving the remaining advertisers paying a lower CPC. To take advantage of this lower CPC, try eliminating distribution of your ads during some of those off-peak business hours.
Comments are closed.