Smart marketers know that pay-per-click (PPC) advertising can increase lead generation and revenue considerably. Dayparting can increase the effectiveness of your keyword choices, bids and budgets, and both short and long-term strategies. Once you understand what this unique tactic is and how to implement it in your campaigns, you can reap the benefits of more effective, time-based ad targeting.
What Is Dayparting in PPC?
The idea of serving ads at a particular time of day or day of the week began with radio and television broadcasting long ago. If you watch TV, you recognize that certain types of ads are shown at different times of the day. This is based on when specific audiences are more likely to be watching. Dayparting has long been an effective strategy in these mediums and has now expanded to the Internet with the same impact. Although it is still not available for many different types of marketing, PPC options, like Google Ads, have embraced its use.
Dayparting in any pay-per-click campaign means scheduling ads to appear only during specific time blocks or on specific days of the week. It is simple to this definition from the name of the tactic itself- you are parting the day into active and inactive ad serving times. In order to do this effectively, you need information about when consumers are most likely to act on your ments. After all, it makes no sense to spend your money during times when your target audience will get limited benefit from your message.
When you pay attention to your audience’s response habits, you get better results across the board. Optimization using all available techniques leads to greater relevancy, the number one characteristic of an effective advertising campaign.
How Can Dayparting Boost Your Returns?
As with all marketing topics, the decision to use dayparting comes down to expense vs. potential profit. The best PPC campaigns are those with a high ROI that don’t attract clicks from people who are not likely to respond to your call to action.
Time-based fluctuations always occur, and you cannot negate them all. However, dayparting helps you optimize conversion rates considerably if you run a certain type of business. One of the best ways to determine if you should start this technique is looking at your traffic over time during a PPC audit to determine if you get most of your converting clicks at a certain time or on certain days.
This occurs most commonly with shops or service companies that have physical locations or operate during specific business hours. After all, if you own a gift shop, it will not help for someone eager to buy a last-minute birthday present to see your ad when the shop is already closed.
Other businesses may get a lot more attention on the weekends, for example, such as garden centers or home improvement stores. Makes sense to use dayparting to get the most attention from people who are ready to stop by and spend money.
According to Digital Authority Partners, dayparting is an ideal choice for many companies who either operate brick-and-mortar locations, or fully understand the time-specific actions of their target audience. The experts can help determine the best time of day to show PPC ads for the greatest return on your investment.
Set Up Dayparting Campaigns in Three Easy Steps
In order to take advantage of dayparting effectively, you need an active Google Ads . Sign in and navigate to your dashboard, where all of your ad campaigns are listed. Then, simply follow the steps below to begin dayparting.
1 – In Your Google Ads Dashboard
You can set up dayparting for individual campaigns with ease. First, navigate to the campaign you wish to schedule. Then, click the Dimensions tab on the far-right side of the top menu. On the drop-down menu, click Time, then select the unit of time you want to use for dayparting. The options include hours, days, days of the week, weeks, months, and years.
2 – Check Out Click Data for That Campaign
One of the most important ways to optimize your dayparting set-up is to look at past performance. By selecting different filtered views of your campaign’s performance, you can analyze impressions, clicks, and associated costs for different days of the week or times of day. Use this information to optimize your plan going forward.
3 – Set Up the Dayparting Schedule
Once you have come up with the best possible scheduling for your ads, click on the Settings tab on the top menu. From there, select Ad Schedule. You will see a timeline with different days of the week and hours listed on the chart.
Click the Ad Schedule button to move to the next screen. Select the dates, days, and times for your campaign. You can also make bid adjustments to cost-per-click and overall budgets from this page. It makes sense to spend more when you are more likely to get high-value clicks and reduce spending on advertising during off-business hours.
If you want to optimize your PPC ad campaigns to get the most effective clicks from your audience, consider dayparting as a possible strategy. Although it is not ideal for all companies, it can help considerably if you already have a track record of getting conversions at certain times or days. This easy-to-set-up technique helps you tailor your ad display schedule based on your operating hours, availability, and the actions of your target customers. Dayparting is just one more way to increase revenue and make your advertising investments pay off in a big way.