How To Apply the Dayparting Technique to Your Ads Campaign

Success in every walk of life is all about time management. The more you manage time efficiently, mold, and turn your activities according to the prevalent time, the more successful you become. This management of activities according to time applies to all the tasks you undertake, whether it is your personal life, your work, or your PPC campaign.

If you own a business and avail the services of a web marketing company for online promotion, you will see that the service provider pays special attention to the time factor. A good service provider will know, when to start a campaign, when does it gain more success, what are the days in which the campaign experiences change, or even what is the time of day when the campaign gets more attention.

Dayparting:

Dayparting is a phenomenon in which you analyze the progress of your campaign, with respect to the periods of the day. Meaning, at what time of day the campaign is more profitable compared to other hours of the day.

Dayparting and AdWords:

The phenomenon of Dayparting can also be applied to your PPC campaign. In your AdWords account, you can see which hours of the day profit compared to hours, which don’t yield any benefit to the campaign. By doing so, you get to see the hours which are affecting your ROI negatively in a discrete manner.

Applying Dayparting on AdWords:

To see the progress of your campaign with respect to hours of the day, you need to follow the steps given below:

• Sign in to your AdWords account and select the campaign
• Go to the ‘dimension’ tab of the campaign
• In the dimension tab, click on the ‘view’ button
• Click on the ‘time’ button in the view tab, and from there select the hours of the day.

Analyzing the data and Applying Dayparting:

Once you select the hours of the day option in the ‘time’ button, you will see a chart, which shows the progress of your campaign during the whole day, broken down into hours. The thing you need to analyze is:

• There will be some hours of the day, that may show high clicks, but in the revenue column they will show nothing.
• This implies that, you can shut of these hours of the day to avoid a cost that does not generate revenue.

To shut your campaign in those hours of the day, you must follow the below given steps:

• Go to the ‘advanced settings’ of the campaign, and click on the ‘Schedule’ button.
• In the schedule button, click on ‘start date, end date, ad scheduling’ link
• The links will show you the three options, in the options in front of ‘ad scheduling’, there will be ‘edit’ option, click on it.
• It will give you a basic mode, where you can turn your campaign on or off during the day for a 15minute time period.
• By clicking on the ‘bid adjustment’ link, you get the option to raise or lower your bids in any time of the day. Here you can turn off your campaign for the hours you don’t want it to run.
• Then select any day of the week (e.g. Monday), this will show you a dialogue box, and in the time box, add the time when you don’t want the campaign to run.
• Copy this setting of one day, and apply it to as many days of the rest of the week as you want to.
• Exit by saving the changes.

Optimizing Time of Day:

A good PPC management services provider knows that dayparting is not just about shutting of the campaign and saving cost. Instead, it is much more than that; it is about knowing the surfing trends of your customers during the day. The more you understand their trends, the more effectively you can apply dayparting to your campaign.

AdWords gives you the tool of applying multiple time zones. With this tool, you can apply dayparting with regards to the time zone of your customers. By utilizing time zone tool, you optimize your dayparting application, divide groups of your customers with respect to their regions, and then run a campaign accordingly.

Conclusion:

PPC management is all about understanding the behavior and trends of internet users, the more you know about their daily surfing routine, the more effectively you can manage your campaign.

Tagged as: dayparting, how to use ppc