Increase Conversions & Decrease Cost by Using Google’s Ad Scheduling Feature

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What is “day parting” and “ad scheduling”? Whether you call it “day parting” (as I do) or “ad scheduling” (as Google does), the meaning is the same—scheduling your campaigns and ads to run only during certain hours and days at a certain CPC.

Why Should I Day Part or Ad Schedule? If you’ve been managing PPC campaigns for a bit, you know that the more control you have over your ads, the better, which is why pulling day part data is so important. By pulling a quick and simple report, you can determine which days you convert best on or have the best CPA and bid up. Additionally, you can also bid down or completely turn off campaigns on days that your ads perform poorly. By doing this, you spend your budget in the most efficient way and maximize conversions without increasing cost—and who doesn’t want that?!

How do I pull an Ad Scheduling report? Since Google changed how you pull certain reports, getting day part data is much easier and quicker than it once was. Using a previous post of mine as a guide, set your time frame in the Adwords dashboard in the upper right and access the “Dimensions” tab. Now select how you would like to sort your data by using the drop-down under “View.” As you can see, you can easily sort by Day of Week, Hour of Day, Month, and even Quarter.

How do I interpret my Ad Scheduling data? Once I select how I’d like to view my data, I sort by Conversion Rate and/or Cost Per Conversion to detect trends in time of day and/or day of week. With this, I then go to the “Settings“ tab, “Advanced Settings”, and then edit “Ad Scheduling.” I select the “Bid Adjustment” mode and adjust my campaign to run only on certain days or certain hours of the day and adjust my bid for the whole day or certain parts of the day (see below).

In Summary… By doing this, you are controlling when and how your budget is spent. Even if you’re on an unlimited PPC budget, scheduling campaigns as described above will allow you to better control your cost and ultimately deliver a better cost per acquisition. And even if your research yields no trend, you’ve learned something new about your customers. Pulling this report really is a win-win.