Managing Google Adwords campaigns is all about being in control. Budgeting, location targeting and testing a variety of ads are just a few examples of management tasks that are basic to every account.
But one feature that both beginners and advanced users can always look at for improvement is Ad Scheduling. This puts you in control of when your ads show and how aggressive you want to be.
Ad scheduling is located in your settings:
Depending on your advertised service or product, you may choose to show your ads on specific times or days that will likely to convert.
AdWords allows you to be as specific as needed:
We typically recommend that most businesses (if they have the budget), should leave ads on 24/7 when first starting out. Sometimes the data can be surprising.
Using this feature will need some in depth review of your data for at least a month or two for an average small business account and shorter for high-trafficked accounts in order to determine which times were performing better compared to others.
The image below shows that between 8 a.m. to 2 p.m., the conversions have been racking up and are often more affordable than other times of the day. It also shows that there are consistently some good, cheap conversions around midnight (which shows you why it’s important to have the data build before making any tweaks).
Armed with this data you now have an opportunity to increase or lower your bids on these times to maximize their productivity.
There will also be days of the week that your ad will be more or less effective, so another component of the ad scheduling feature is looking at that. Same as the time analysis above, we also need to see what days of the week has worked better than other days. In the below image you can see where a tool we use pinpoints a day to be more aggressive on:
Looking at your ad settings, here is where you can adjust by day of the week as needed. For this other client, we have decided to turn off ads from running certain times of the day:
If you’re a service-based company, you may want your ads to show only in business hours or depending on what your business hours covers. It’s important to be responsive in queries or calls that your ads will generate to get your customers engaged when they are still in shopping mode or in need of service.
Ecommerce sites usually run 24/7 so it’s ideal that our ads will also run round the clock. But after 1-2 months, there will be differences in hours where we can see that certain times converts better and some just really don’t. Pause or reduce bids on these low performing hours and focus only on the times where your ad will likely convert.
Google allows you the flexibility you need to improve your return on ad spend by micromanaging bids throughout the day and week:
As an experienced search marketing agency, Zero Company uses advanced analysis tools that help us micromanage your daily ad spend and ad schedule. It’s not unusual to see even small bid adjustments working throughout the day (6% up, then 8% up, then down to just 2%, etc.) to improve your ROI.