Adwords Tip of The Day: Stretch your PPC Budget throughout the Day!

Are You Tired of your PPC Budget being
Exhausted in the Middle of the Day?

Google allows the advertiser to control when ads are delivered by time-of-day and day-of-the-week. The advertiser can turn off paid advertising during periods of low conversion and turn ads on during times when conversions are best. Often this technique can produce higher ROI because it allows you to restrict displaying your ads to times when customers are most likely to convert.

How to Determine Time Periods

The first step is to examine the relationship of ad delivery times to the online behavior of your target customer. This requires a solid understanding of your target audience. Among other things, you’ll need to know who the target audience is and have an understanding of their searching and buying behaviors. Run analytics for a few months so you can acquire a baseline understanding of customer behavior.

Then, set up the ads to display only during the times times you’ve identified as high conversion periods. For example, if your analytics show that most conversions occur during lunch hours or after 5 pm, then set your ads to display during those times.

There’s an old saying that “nothing good happens after 3 am.” For many businesses this might mean no advertising converts in the wee hours of the night. But if you run a bail bonds company, the middle of the night may be your best time. And for services with long latency before purchases or in market sectors where consumers do extensive research prior to purchase, you may want to be less restrictive in your approach to dayparting.

Give it a whirl … you may be surprised by the results.

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