Do you have Ad Scheduling correctly setup within your Google Ads account?
Most advertisers have some form of Ad Scheduling in place but more often than not, it has not been implemented correctly.
In this article I’m going to cover the best approach to take when it comes to Ad Scheduling.
Before I get started, if you are using Google Ads but are unfamiliar with Ad Scheduling, it is essentially a way for you to automatically show your Ads at certain times of the day and/or days of the week.
So, if you don’t want your Ads running on a Sunday, no problem, you can set that up within your Ad Scheduling settings.
Some businesses only ever get enquiries over the phone due to the nature of their product or service. If that business only has staff to answer calls between the hours of 9am and 5:30pm, setting their Ads to run just in this window of time makes sense.
Budget plays a big part here, if you are currently working to a set monthly budget while you get your Ads working properly and that budget is being spent day after day, then you should absolutely spend the budget you do have in the most efficient times possible.
This means only running Ads at set hours or on set days, to make every single penny you spend work hard and return a profit.
As an avid reader of my articles, you will have conversion tracking in place which will trigger every time you receive a telephone call or contact form. This data gives you all the information you need in order to make the best optimisation decisions on what your best performing hours and days are. You are an avid reader aren’t you?
By going into the ‘hours of day’ and ‘day of week’ data, you will be able to see a breakdown of how many leads you received in each hour or day over the date range you choose. Also, the conversion rate and the cost per conversion.
You should look at this data on a Campaign by Campaign basis, as your conversion data will differ between different areas of business.
If you have an open budget (so long as your leads come in or under a certain cost) you can afford to be more flexible with your Ad Scheduling.
Maybe in the above example you leave your Ads running into the evening because you know you will convert a high enough percentage of people that leave a voicemail the next day?
It will have a lower conversion rate than those that call and speak to someone immediately but if you know your numbers, you may decide evenings still have an acceptable customer acquisition cost.
When you look into your time of day and day of week stats you might be quite surprised at how much you spend at times when zero conversions are received.
I carried out a Performance Review for a new client last month and highlighted a spend of £624 in time periods that failed to receive a single enquiry.
We knew from his other data that a £34 cost per lead was more than achievable for his area of business.
By not knowing to look into this data, the client had essentially cost himself 18 enquiries, or more importantly 7 sales with an average order value of £350! That’s £2,450 that could have been generated just by reallocating inefficient spend.
Same monthly spend. More customers.
Do you see how Ad Scheduling can be so powerful, if you set it up based upon what your data is telling you?
Most advertisers just set some times that they ‘feel’ will be best, but as a smart marketer you can set your Ad Scheduling to times you ‘know’ will be best!
If you head over to your Google Ads account now, do you think you will find ways to generate more enquiries, sales and profit without spending a penny more on clicks? I bet you will.
Once you have your account ticking along like a well-oiled machine, then scale up, put more budget in and get more out BUT until you are confident it is performing as well as it can be, keep ‘sweating your click spend’!
If you would like me to do this for you and cast an expert set of eyes cast over your account to identify any untapped potential (whether you manage it yourself or not), be sure to make use of my free Performance Review!
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We'll give you good, honest feedback on your paid ads performance, including what's good, what's not so good and the untapped potential in your account, to get more customers each day/week/month... without spending a penny more on clicks!
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