How to Use Ad Scheduling to Improve a Campaign’s Performance
Congratulations! You have a nifty Google AdWords campaign all ready to go! Now all you need to do is make your bids and let the traffic and conversions start, right? Well, no, not exactly. Once you’ve decided what you want your audience to see, you also need to decide when you want them to see it. This is known as “ad scheduling,” sometimes called “day parting.” Google lets you adjust the timing of how you bid on keywords based on time of day, and this can and should be taken advantage of in order to maximize your return on investment (ROI). Value and efficiency are always important in advertising, especially for small businesses with more limited budgets, so check out a few ways to make the most out of ad scheduling techniques.
Modify AdWords Bids by Location
One of the enhanced campaigns features that local businesses will appreciate most is the ability to adjust bids on a per-location basis. In this manner, you can set bidding to go up for the areas you get the most customers from while decreasing them in less essential zones. Take a look at where your traffic and conversions are coming from, and look for potential trends. Boosting your bids for local searches is a no-brainer, but what about that nearby town from which you’re getting decent-but-not-great results from? Well, with location-based modification, you can boost or decrease your bidding on these locales to tinker with your formula without impacting your core customer base.
Focus Ad Scheduling on Weekdays
Specifically, focus on the weekday that gives you the best conversions. Every business has certain days of the week that are busier than others and, conversely, certain days that can be veritably dead. Take advantage of Google’s tools to find which days you are getting your highest and lowest conversions and make adjustments accordingly. By shifting your bidding priorities, you can better focus your money where it will have the greatest impact.
Lower or Disable AdWords Campaigns during Low-Response Times
Once your AdWords campaign has gotten underway and you have developed sufficient data to examine, it’s time to start finding ways to trim the fat. Examine the cost-per-conversion you are paying for various time slots and reduce or even disable your bidding accordingly. It might feel like you’re letting the competition get a jump on you if you stop bidding from, say, 7:00 a.m. to 8:00 a.m., but if you’ve only been getting an average of one or two conversions during this period then that’s money you really can better direct elsewhere.
Target High or Moderate-Converting Timeframes
Ad scheduling can be used to help make good things better rather than just trim out inefficiencies. By examining your data and finding the timeframes where conversions are highest, you can boost your bidding during these periods to attract customers even further. You can also locate periods where conversions might be promising but not quite as good, since these are spots where a bit of extra focus can turn “good” intro “great.”
Make the Most of Ad Scheduling with Numero Uno
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