One of the perks of running Google ads is the ease in deciding who gets to see your ads and when they can see these ads. The latter is known as ad scheduling and is an important feature in PPC campaigns that must be used wisely. Too often, businesses assume how much impact this feature has in their campaign and view it as a ‘set and forget setting. However, there is more than meets the eye, and we are keen on getting behind the scenes of why you need to be concerned about strategic ad scheduling.
Why timing is everything in the PPC world
Google is keen on offering all businesses equal opportunities to advertise on the platform. However, the sheer number of enterprises that use this platform for advertising has seen the search engine introduce measures to limit 24-hour advertising. Yes, you could choose to have your ads run all day, but is this the wisest choice for your business? Are you ready to pay thousands of dollars weekly to Google even when your ads are of no importance?
Timing has become a strategic aspect of running PPC campaigns, and ad scheduling make this possible. Unfortunately, a high percentage of businesses that run Google ads do not know when to show their ads. To them, ad scheduling is just a random setting that allows them to run their Google ads whenever they choose to. But, this can never be further from the truth as this feature will enable you to utilize the best ‘window opportunity’ that will make your ads most profitable. Consequently, this will make budget optimization a walk in the park as you get to run more effective and high-value campaigns.
Are you still wondering how ad scheduling can help with budget optimization? Here are ways to use this powerful feature to your advantage:
Set up ads to run when your business is open
Shoppers are after instant gratification, and this becomes impossible to achieve when they contact your business when you are offline. As such, the best way to become a winner is to run your ads when you can easily respond to all potential clients.
Disable ads during low traffic/low response hours
You need to be aware of industry trends, such as the low response hours from potential clients. Again, Google Analytics is there to help, and you need to know when your industry has low traffic and completely avoid those hours.
Maximize on those high conversion rate hours
By disabling ads for low traffic hours, you get to have the ability to maximize those high conversion rate hours. Once again, the reports by Google analytics make this easy to determine.
Know your best performing days of the week and locations
Finally, you need to know your best-performing days of the week and where most of your traffic comes from. Once you know this, you can focus more on these days and locations by running more targeted ads based on these factors.
A final thought
Since most e-commerce stores have little or no data to help with ad scheduling, taking the path created by technology is the best bet. For profitable PPC management, automating your Google ads campaigns is the best way to step up and utilize ad scheduling to your advantage.