Depending on the nature of your business, your target audience might not search for your product or sevice every hour of every day of the week. If you are a small business and provide a service which depends on opening hours, it makes sense to only show ads accordingly. Or you offer your products exclusively to B2B clients, it might be a good idea to keep advertising switched off during weekends. Global companies with multilingual PPC advertising might want to take different time zones into account.
Google Adwords lets you fintetune your scheduling very precisely. Once your business accumulated a bit of data, the dimensions tab in Adwords is a helpful tool to assess when your campaigns are most successful. Add the segment day of the week and your time range is filtered into the 7 days of the week. If you track conversions on your website, this data might be quite revealing. You might find that your customers don't convert at weekends or individual days of the week. You also have the option to filter the data more granular and switch the segmentation to hours of the day. All this insight can help your small business to understand when your customers are most active, get cheaper clicks and save some serious bucks with ad scheduling.
How to set up ad scheduling in Adwords?
Choose the campaign to which you want to add ad scheduling. Click on settings and then the ad schedule tab. Now add an ad schedule and choose first the days and hours whereby you want to apply bid adjustments. Choose individual days or Monday-Friday, selecting the hours of your business or for competitive reasons. Save the changes, your ad schedule is now visible. Tick the days/hours you want to amend and change the bids by either increasing or decreasing them.
How to copy ad schedule to all my campaigns?
If you use Google Adwords Editor, you can download your ad schedule which is unfortunately not visible, however you can still copy it. Click on the Edit tab and copy campaign shell from "copy special". Afterwards, select the campaigns whereby you want to apply the same bid adjustments and "paste special" the campaign shell. Upload everything and once you check the campaign settings of the chosen campaigns, you'll now see the ad schedule attached.
Monitor your ad schedule and have a close eye on conversions and costs. If you're not getting the results you were hoping for, you might have to further test various bid adjustments. Campaign experiments might be another interesting tool which we will cover in another blog.