When creating an advertising campaign on Google, the scheduling of an advert can be set by going to the ‘Edit Campaign Settings’ page and adjusting the scheduling settings to best suit the requirements of your business.
If you’re just about to launch an advertising campaign, then the obvious scheduling settings should be adjusted so that it runs every hour of the day, 7 days a week. The reason for applying these settings is because you would not have yet established what hours/days provide your campaign with the most conversions.”
Whilst it’s good to start out going full throttle with an advertising campaign, over a period of time you will have attained enough data to determine what hours and days are the most effective at delivering results. Furthermore, it’s not always financially viable to continue running an advertising campaign non-stop, so in the long-run you will save money and you will also be able to make your advertising campaign more target specific to your responsive audience.
Once you have enough data in place concerning the effectiveness of your advertising, you can break it down into segments to show the specific hours and days when your advertising campaign provokes the best response. For instance, you might find that during peak internet traffic times (usually between 12noon-3pm), your advertising position appears to be dropping and clickthrough rates have fallen. In this situation you could raise the bid percentage in order to maintain a high ranking position and establish steady clickthrough figures.
Equally, you may discover that certain hours see your advert feature much higher in the search rankings. One possible scenario is that towards the end of a working day, when the marketplace is less active, you can look to reduce your bids, saving you money on cost per click.
How will this benefit your business?
Well, for instance, by establishing that your conversion rates for your business may well be lower on weekends, you can…