Deciding Whether To Use Ad Scheduling
Although ad scheduling isn't a new addition to PPC there are some pay per click managers that use ad scheduling across all their accounts. Here are some tips for setting up ad scheduling if you think it's something that could benefit your PPC campaigns.
1. Run the correct reports - you need to select the right reports before you decide on your ad scheduling. If your account is lead-based only you need to look at the PPC spend against the amount of leads you can generate for a certain day or even hour.
On the other hand if it is an e-commerce site you need to analyse the PPC spend against the revenue generated again for a particular hour or day. No matter what type of account you need to also identify when you get the highest cost-per-lead (CPL). If the CPL is too high at times in the night you may choose to adjust bids automatically down at those times and raise it back to a normal level at other times.
2. Choose a large enough sample - when you run reports make sure that you are analysing enough data over a long enough time period. For accounts that generate high levels of leads and spend significant amounts, data from the past few months may suffice but for other accounts you may need to trawl further back.
3. Think about using multiple metrics. In a lead-based PPC account you will be focused mainly on spend versus lead generation. However it would be wise to consider other metrics such as click-through rate and cost-per-lead.
At Click Consult we can develop successful pay per click and search marketing campaigns.
