Day-Parting

Why does it cost so much to run an ad during the Super Bowl? Because there are over 100 million people watching the game on average each year, and with that big of an audience many companies want to take advantage of that potential high conversion ratio.  The opposite is also true and applies to ads run with Google.  You should avoid running ads during low-conversion times to save yourself effort and money.

Luckily, it has never been easier to monitor your ads.  Products like Google Adwords and Google Analytics are designed so that you can break down each day of the week and schedule traffic for your ads via a process known as Day-parting. Found under the “Dimensions” tab in Adwords, this report lets you view traffic and other statistics for your ads on an hour-to-hour or day-to-day basis.  This practice can be very advantageous because it allows you to see which times of the day are least profitable, and you can subsequently avoid running your ads during those times.  Day-parting gives companies the ability to experiment with their campaigns to find which times and days are best suited for their service or product, by increasing or decreasing their bids on certain hours of the day to ensure they are getting the best impression shares.

Let’s say you run a retail store that is open from 10AM – 10PM.  If there are certain products you expect customers are more likely to order over the phone, you would use day-parting to schedule your Google ads for those products so that they only run during your hours of operation.  You may also have some products that you expect customers to order online rather than over the phone, so in that instance you may choose to schedule those ads to run 24/7.  By diversifying your ad schedules you ultimately save yourself money and increase your conversion ratio.

Every company should explore and use day-parting, especially those who are operating on a more limited budget.  Use of this tool is just one simple way you can optimize your ad campaigns to be as successful as possible, and to save you money in the process.

The author, Bob Ottaway, is President and Founder of Ottaway Digital.  Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.  

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