AdWords Ad Scheduling to Target the Right Users

Over the next few posts in our Inside AdWords series we’re going to be talking about a number of techniques to target users more specifically. It’s an important topic, because you don’t want to waste your budget on clicks that can’t help you achieve your goals. Which means you need to target users that are most likely to turn into conversions – and today we’re looking at AdWords ad scheduling.

Also known as dayparting, ad scheduling allows you to specify the times of day you want your ads to display. You still have to go through the auction procedure as normal, but think of this as ruling out your ads for certain times where your budget could be wasted on clicks.


Why should I use ad scheduling?

At its most basic, scheduling is handy for local businesses with fixed opening hours. You may decide you don’t want certain campaigns to display outside of your business hours to save you paying for clicks on Sunday afternoons. This depends on your goals for each campaign though, so consider what you’re trying to achieve and determine when you’re ads are most effective. The aim is to waste less money and maximise your ROI, so whichever approach generates the most profit is the one to go for.

You’re not limited to ad scheduling for your opening hours though, so let’s consider how you can take things a little further.


Study your business cycles to see when you convert the most

Everything works in cycles and the more you analyse you’re business, you’ll see certain times of the day, week, month and year repeatedly generate more (or less) business. You can use this to your advantage by increasing bids for high-converting periods and decreasing or disabling campaigns during low cycles.

All you need to do is head over to the Dimensions tab in AdWords, hover over Time in the drop down menu and click a time period. Day of the Week will show you which days have the highest conversion rate and you can adjust your bids to suit, then look at other time periods.


Test, tweak and track results

As with all things PPC you have to constantly check and improve results to know you’re making progress. This goes for scheduling too, because you need to know the changes you’re making have a positive impact – and, if they don’t, you want to change them. You should also consider how public holidays affect conversions and apply this to your scheduling strategy, because they the impact is huge for many businesses.

Finally, you should track results at every step and Google finally introduced call conversion tracking to AdWords last year. Which means you can now determine which clicks turn into phone calls from mobile searches – as well as the existing conversion tracking features.