In addition to bid adjustments, one of the best ways to optimize your campaigns is by scheduling ads when people are more likely to see them. Of course, this begs the question, how do you know when people are looking?Because I’ve been gathering my data for some time, I can look at my overall results with a bit more confidence when I decide to do some trimming and cutting. In the case of one account, I was getting results every hour of every days the ads were running. On the other, I saw a line of zeroes that told me that I needed to do some adjusting ASAP.
When you first set up your campaigns, you have the option to keep the ad schedule as is or create a custom one. The temptation there is to assume you have an idea when your readers and/or customers would see your ads. Unless you have a business that has strict hours, don’t. If there’s one thing Google AdWords taught me is that you’re to assume NOTHING!
Ideally, I suggest to clients to wait 90 days before adjusting their ad schedules. Why? Three months is a great time to even things out and not get swept up in the ups and downs of one month and then suffering through the ebbs of the next one. Think about it. You may see the best sales of your life around the holidays and think that this is how it’s to be always only to have the cold reality of January wake you up.
Three months is a nice evening out process that gives you perspective. Now, of course, there are some who are too impatient to wait for that long and have to get their results now because sales. That’s fine but as I tell clients, advertising with AdWords is a complex marathon. If you’re not willing to be patient for at least three months, you’re wasting valuable data, money and time.
Start Simplifying Your Schedule
When you go into one of your campaigns and go down to the ad scheduler, hopefully you’ll see the basic list by day with percentages. However, when you click on Schedule Details and choose the Hour and day of the week option, you’ll see the hourly breakdown similar to this one:
Now, double-check that you have the date range you want to view at the top. Once that’s okay, you can sort by CTR first. If you see that there are some days that are registering as 0% and the campaign is more than 90 days old, it’s safe to assume that you can get rid of those specific hours and days.
To do that, click on the red button “+AD SCHEDULE” and you’ll see
Go ahead and adjust those days and times to reflect the time blocks that work for your campaign. Some days may take more work than others and that’s fine just take your time. When you’re done, you’ll have a clean(er) slate that looks something like this:
So what’s the big deal about this? Once you basically cut out the dead zones in your schedule, one of your next steps is to implement bid adjustments to make sure your ads are being maximized during optimal days and times. If you find out that Tuesday 3am-4am is your best time to get click-through, then you can adjust bids to ramp up for that hour!
Now, some may be asking, why do I have to go through all when I can see that Tuesday 3am-4am is my best time anyway? My question is why waste money on times when no one is looking at what you have to offer? Once you cut out the dead times, your budget will be redistributed to the other times so you can get more views and hopefully more clicks.