Google AdWords has a scheduling feature that allows your ads to run certain times of the day and even vary that schedule based on the day of the week.

The simplest way to do this is to turn off the ads completely on days or times that don’t convert well.  If you are running ads for b2b it is common to run them only during the business day and off on weekends.

A more advanced way is to adjust the amount that is bid depending how the ads perform at a certain time and day.

How to know the best days and times?
Run an ad performance report and summarize the data by “Day of Week” or better yet, look at the campaign’s performance with your analytics package.  Most likely there will be patterns that will emerge depending on the day of the week.  There are often weekdays that perform better than others.

What to do with this info?
Make adjustments to the ad schedule by selecting the campaign >> settings.  Scroll down to “Advanced Settings” and select “Edit” scheduling.  The screen below will come up.  Select “Bid Adjustment” in Mode.  This enables segments to be setup where the bid adjustments can be made.  In the example below bids are run at 100% of established bid from 8am to 10pm and at 25% from 10pm to 8am.

Happy bidding!!

Advanced Ad Scheduling

This entry was posted on Thursday, July 9th, 2009 at 1:17 pm and is filed under Risdall Marketing Group, Risdall Online Marketing Group. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.