Google Day Parting or Ad Scheduling

Google’s custom ad scheduling allows online advertisers to change when ads show up. Day parting or changing what day (time, etc) ads appear is a Google ad feature which can significantly improve your ad performance on Google. Ad Scheduling also known as “day parting” lets you tell Google exactly when you want your ads to run, and more importantly; when you do not want them to run. In addition, more advanced users can automatically modify their bids based on time-of-day and day-of-week cycles in campaign performance. You really don’t know what times are best and suitable for your AdWords campaigns without data. You need enough data to find out the trends that will emerge during the course of your campaigns. A full month should be sufficient to determine trends, i.e. hours of the day that convert best for you, days of the week etc. If your campaign has been in market for a while, great. But if you’re just getting started, use the “show ads all days and hours” setting, then optimize accordingly once you have enough data.

When to Use Google Ad Scheduling

Adjusting when your ads appear on Google can significantly improve campaign performance. Your ads should appear during times when users are more likely to perform an action or convert. When you use day parting or Google ad scheduling is going to vary depending on your site, your ROI goals, products & budget. Use your AdWords data to create day parting changes, but continue to test ad times and percentages based on your other store variables throughout the year. Before you set up any day parting bids be sure to turn over into your AdWords data to have a clear idea of when your consumers are interacting with your ads.

Why to Use Google Ad Scheduling

Why should you care about ad scheduling? Because you can reduce your cost per lead (CPL), improve your conversions rates and make the client happy. We imagine that most search marketers are aware that both Bing and Google allow you to control when during the day your ads appear and on which days. Your campaign strategy and Google success is going to depend on what you sell, what your website looks like and what your goals are. Below there are some areas where Google ad scheduling helps online advertisers optimize their ad performance.

  • Schedule your ads to show when you’re present in the market
  • Reduce ad spend for days of the week and times of the day that don’t convert
  • Increase ad exposure for peak times
  • Lower or disable your AdWords campaigns during low-response periods
  • Adjust ad times to work with geo targeting or other campaign variables
  • Avoid removing products or category ad groups
  • Optimize when ads appear to make the most of your AdWords budget
  • Highlight different campaigns during different time periods to maximize profit and visibility
  • Understand customer behavior based on time period
  • Reveal user behavior that is contrary to your preconceived notions

Google Ad Scheduling Best Practices

  • Be sure your using the right campaign, and track day parting performance
  • For day-parting you want at least 40 to 45 days of data before making large scale adjustments.
  • Consider running ads during peak times on off-days to measure and test
  • Adjust your ad budget and exposure based on ad performance
  • Download reports to delve into ad performance on the campaign and ad level

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