Tips For Ad Scheduling - Part 1 - Pay Per Click (PPC) - Click Consult Internet Marketing Blog

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Tips For Ad Scheduling – Part 1

January 18th, 2010 by Alan

The concept of ad scheduling or day parting is not a new one in the world of PPC but it is still a widely under-utilised tool. If it’s something that you are considering doing then here are some tips you should read before you switch off your ads or even adjust bids for a certain day or time.

Set up the right reports

By getting your reporting right you will be able to make an informed decision about ad scheduling. If you have an account based on leads look at the PPC spend versus the amount of leads generated at a particular day or hour.

However if you have an ecommerce website you’ll need to monitor the value of PPC spend against the level of revenue generated.

In both cases you should look to analyse the day or time the cost per lead is the highest. If there are times in the middle of the night for example where the cost per lead is high, bids can be adjusted to reduce within that time span.

Select a large sample

It is wise to run your reports over a long period of time so you are gathering enough data to produce a large sample size.

If you have an account that generates large amounts of leads and spends a lot of money within a couple of months then you may get enough data to make a judgement. However for most accounts you’ll need to trawl back further.

At Click Consult we have plenty of ideas to improve your pay per click campaigns.

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