Tips For Ad Scheduling - Part 2 - Pay Per Click (PPC) - Click Consult Internet Marketing Blog

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Tips For Ad Scheduling – Part 2

January 21st, 2010 by Alan

Before you decide to change your ad scheduling it’s best to do some investigation first to ensure it’s the right thing to do. Following on from our previous article here are more great tips on how you should prepare before opting to introduce ad scheduling:

Assess multiple metrics

On a lead-focused account you will probably be most concentrated on the total spend versus actual leads generated – and this is how it should be. However it is worthwhile including other metrics such as the click through rate and the cost per lead. The Quality Score can be dramatically affected by poor click through rates. You may find that early morning the PPC ads are spending money rather than anything else but you may also have a high click through rate. In this case you might decide to leave those ads running at that time to avoid a drop in Quality Score. You can simply amend the bid setting and reduce it by 50 per cent.

Adjusting bid hourly

As a first step, adjust bids by the hour rather than jumping in and amending bids by the day. Reducing keyword bids by the hour will have a smaller impact than if you went the whole hog and amended them for a whole day. Take baby steps and build up to bigger changes that will have a more significant impact on the performance of the account.

At Click Consult, we can offer professional advice on improving your pay per click accounts.

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