MacAdam Lea
By MacAdam Lea | SEM | November 14, 2017

Google AdWords Optimization: Ad Scheduling

When building a new AdWords campaign, it’s important to keep ad scheduling in mind. Ask yourself this simple question:

When should I be running my ads?

Most companies can’t afford to buy one-hundred percent of their Google Search Network traffic. Ad scheduling is a good way to focus spend on the times that are the most profitable. If you’re generating more conversions during the middle of the day, then ad scheduling can help you bid more on your best hours. It can also cut out sections of the week.  If you’re a company looking to generate phone calls with ad scheduling, make sure you aren’t running ads over the weekend when no one is around to answer the phone. You can also set up ad scheduling at the campaign level to allow for further customization.  

When you first set up a campaign, Google will automatically set you to advertise 24/7. If you’re running an eCommerce site and can effectively do business at all hours of the day and night then this might be ideal. However, most companies do not have an unlimited AdWords budget. This means that they’ll want to run their ads when conversions are most likely to take place. To get started with ad scheduling just follow the steps in the image below:

Ad Scheduling

Once you’ve found that red “+ Ad Schedule” tab you’ll be sent to a page showing you your current ad schedule:

Here, you’re able to easily edit any of the schedules you have running, as well as add a completely new schedule. Once your ad scheduling has been implemented, Google also gives the option to increase or decrease bids based on the ad schedule. If you’re finding that most of your conversions are taking place Monday mornings, when everyone is getting back from the weekend, then you could set bids to run at +20% every Monday. There are many options, so do some experimenting to find the schedule that works best for your business. If you’ve been running ads for a while, it’s important to look at your conversion data over a longer time frame to see what times are preforming best. If you’re using the new Adwords Beta client, there are a couple of useful view modes that make it easy to see your best times:

You can toggle by a number of different metrics, including conversions, cost and cost per conversion. Getting a solid grasp of your ideal ad scheduling is an essential first step for anyone who is looking to create a new AdWords campaign. Even if you’ve been using AdWords for years, now just taking 15 minutes to make sure that you’re running your ads at the right time could end up saving you a lot of money. Things are constantly changing in AdWords, so it’s important to keep yourself up to date with your account’s settings. If you run into any trouble and feel like your AdWords account could use a professional touch, contact us at Digital Reach and we’ll walk you through all of the industry’s best practices.

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