5 Tips on Dayparting

PPC Help: Dayparting

Everyone needs PPC help, and this series is part of our blog post series to help you improve your paid search campaign in 10 days.

If you’re running a conversion-based paid search campaign and aren’t doing at least some dayparting, it’s likely that you’re not spending your budget as effectively as you could. Here are five dayparting strategies to help you get the most out of your PPC campaigns.

1. Daypart if you’re spending your daily budget early in the day.

If you find that you’re spending your daily budget before the end of the day, dayparting is a good way to focus your spend on the times of day when most of your prospective customers are buying. For example, if you’re a business-to-business marketer, you probably want your campaign running during normal business hours, when most prospective buyers are likely to be searching for your product/service. If you’re selling a consumer products, you’ll likely want to have your paid search campaign running in the evenings and weekends as well, but perhaps not in the middle of the night.

Look at your conversions to determine the times of day they’re most concentrated and then set-up dayparting to focus your ad spend during those times of day. Also, think like your buyers and run your campaign when they’re most likely to be looking for your products.

2. Understand your buying cycle, not just your purchase times.

In addition to watching the times of day your customers actually purchase, think about how your buying cycle plays into how your customers shop for your product. For example, if you’re selling high-end backyard children’s play equipment that cost several thousand dollars, your buyers probably research your product during the day while they’re at work, but don’t actually make a purchase until the evening when they’ve had a chance to think more about the purchase and/or discuss the purchase with their spouse. If your product has a similar sales cycle, you’ll want to broaden your dayparting so your paid search campaign runs during the day as well as the evening. But if you’re selling office supplies that cost only a few dollars, very few office supply managers are likely to buy and night, nor will they do a lot of research.

3. Watch your competition.

There are a couple of reasons why you want to understand the times of day your competition is running their paid search campaign. First, you want to be sure that your ads appear at the same times of day as your competition so you’re not losing customers simply because their ads are being shown and yours aren’t.

Also, if you find that your competition is also spending their entire budget early in the day and not taking advantage of dayparting, you can use dayparting as a competitive advantage. They may exhaust their budget by 11:00 in the morning, while your ads will run all day. And the Cost Per Click (CPC) you pay later in the day may well be lower simply due to the lower competition.

4. Does your business require someone to answer the telephone to sell your products/services?

If you’re a service based business and need to answer your phone in order to service your clients, you shouldn’t waste money running your paid search campaign at times of day when you’re not available. Routing prospective customers to voice mail will likely just leave them frustrated, and you’ll be paying for clicks during times that will have a low conversion rate. This is particularly true if you’re a mechanic, plumber or HVAC repair business, etc. where buyers want your help NOW! They’re probably not going to leave you a message and wait for your call back.

5. Beware of time zones.

When you’re setting up dayparting on your campaign, remember to check the time zone you set-up when you created your AdWords account. If your account is set to the Pacific Time zone and you want your ads to run Monday – Friday from 8:00 a.m. – 5:00 p.m. nationwide, you’ll need to set your dayparting to run from 5:00 a.m. to 5:00 p.m. to account for the Eastern Time zone, which is obviously 3 hours ahead. Once you establish the time zone for your account it can’t be changed, so you’ll need to adjust your dayparting to account for it.

 

Please share your ideas for dayparting strategies in the comments section below.

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