Use Ad Scheduling to Catch More Fish

As a young girl, I grew up fishing every summer on a lake in northern Ontario. I knew from an early age that there’s a time to fish and time to stay home and relax. “We’ll fish when the fish are biting” my Grandpa would say… From his lessons, I knew the fish bit early in the morning — (especially on rainy, dewy days), and later in the evening when the sun was setting for the day. To sum it up, we only went fishing when we were either tired or wet… But we did catch a fish or two!

Why does this matter when it comes to digital marketing? Think of your customers as the fish… Yes, really– but you don’t have to tell them that. Your customers are searching for you at certain times during the day/week. It is these precise times where your advertising dollars will be put to best use and you will see the most Return on Investment. Google has a useful tool called ‘ad scheduling’. It is such a useful tool to help you keep more money in your pocket.

What is ad scheduling?

Ad scheduling, which is sometimes referred to as Day Parting, offers the ability to choose specific hours and days of the week within Google Ads that you want your ads to run.

When launching a campaign the default setting is for ads to run at all hours of the day, every day of the week. As a general rule of thumb, you can begin by setting campaigns to run at all hours at 100% bid adjustment. I know this is going against the fishing analogy… But you wouldn’t know when to fish if you didn’t test the waters first! Running a campaign at all hours is most useful at the start of a campaign as you don’t yet know which hours/days will provide the most conversions. However, after some time and with the right data analysis you will most likely find that you can save money for the times that count.

After your campaign has gathered enough information for analysis, you can try segmenting your data by time of day. This way you’ll be able to see each metric that interests you and how it performs at certain times of the day. As an example, you may see that during your peak traffic times, such as 11am-2pm, that your position is decreasing and your click through rates have reduced. You could increase the bid percentage during these hours to maintain your ideal position and keep consistent click through rates.

Alternately, you might find that from 5pm-9pm your position is much higher. Towards the end of the day the market might not be so competitive, so you can afford to lower your bids during this time to save on your cost per click.

As a rule of thumb for digital marketers, it’s very important to analyze your campaign data by time of day and day of the week on a regular basis. You may find that trends don’t appear for your campaign and you want to keep the scheduling at 100% all the time. But you will likely see a time where you can get more traffic at the right conversion rate. In our opinion, it’s always worth taking a look and testing your campaigns using ad scheduling to ensure you’re spending your budget in the right places, at the right time.

Stay tuned for our follow-up blog giving you the step by step how-to guide to strategic ad scheduling.

Blog Written By: Lesley Dumlao