Reduce PPC Ad Budgets with Timing based ads

Posted by Jason Ciment

Tuesday, 11.18.2008 3:57pm

At our web site agency LaDezign.com, we’ve been working on a “4 Dimension” roadmap to online success. We put every web project – whether it’s an ecommerce web store, an SEO client or a web site design project – through this 4 step strategy which we call Define, Design, Deploy, Deliver.

The entire thrust of this “4-D” process is to maximize results at the most efficient level of ROI.

Here’s an example that explains this process using the prism of PPC advertising. The challenge: how do we define a targeted PPC strategy, that will include high converting and well designed landing pages, which can be deployed quickly and adjusted quickly and on a platform that enables us to rapidly measure results and deliver a high value to customers. So the starting point to this challenge is identifying our targeted audience because we need to deliver our advertising message to a prospect that is likely to become a customer. Once we figure out our audience, then we need to identify where he “shops”, where he “browses” and what times he does these things.

Once you see this process coming to life it leads you to a strategy related to PPC optimization that is more colloquially known as Dayparting. If you are doing search engine optimization, you most likely are also spending money on PPC ads. There is a strategy of PPC advertising called “Dayparting” which is a popular way to make your pay-per-click dollars work smarter.

With Dayparting you dictate when ads are delivered time and day. This means you as the advertiser can turn off paid advertising during periods of low or poor conversion and turn your ads back on during times when conversions are best. If you are measuring your conversions you should expect to see a nice boost in your ROI because it means you are flashing your wares at times when customers are most likely to convert.

How To set up Dayparting PPC Periods:

1. Compare ad delivery times to your targeted customer demographic habits. You will need to know who you are targeting, what they search for and what they actually buy (as opposed to just window shop). Install Google analytics so you can compare visits to interactions and get a more realistic idea of your customer behavior.

2. Adjust your ads so that they display during high conversion time slots. So if conversions spike during lunch breaks, then set your ads to display during those times.

3. Track Results and do it again Again, your analytics software will help you figure out the best roadmap to efficient ROI results. How to do this with Google AdWords (you can find info on Microsoft separately):

  • Pick YOUR time zone to target.
  • Click the Edit Campaign Settings link in your account admin area
  • Turn on “ad scheduling”
  • Pick the days and times to run the ads (Use “Bulk Edit” to set multiple time periods)






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