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Effective Day-Parting of Pay-Per-Click Campaigns with Google – Part 1
Published by Christian | Filed under PPC
What is Day-Parting and Why Should I Care?
What days of the week does your pay-per-click usually receive more clicks then normal? What times of the day do clicks usually happen? If you have not attempted or simply do not know these answers, perhaps you’re throwing away the already too-small PPC budget you have.
There’s a way to analyze these data points and maximize your PPC ad spend – day-parting. Day-parting is an advanced PPC campaign management strategy whereby an analysis of your existing PPC campaign can identify the most effective times of day and days of the week for your campaign. By doing this and identifying the most “conversion-rich” days of the week and times of the day, you can then allocate more campaign dollars to those days & times in an effort to truly maximize ROI.
The day-part analysis alone can be very revealing - and no two campaigns are alike. For example, we’ve personally seen a B2B client campaign with higher conversions on weekends than during the week. How could this be? Perhaps those in the space are looking for resources during their off time… or maybe weekends result in less competition? We’ve also found that nearly every campaign has a certain day of the week or time of the day where performance is much higher than average and of course; there are days & times for every campaign where performance is downright dismal.
Even though effective day-parting can certainly help any campaign, big or small, it makes even more sense for campaigns with smaller click budgets to find the most effective day-parts, allocate budget accordingly, and maximize the return within these day-parts. While day-parting sounds complex, it can truly be the low-hanging fruit for campaign improvement, and ultimately it’s a lot easier and more straightforward for some than it is to test ad copy & offers, landing page design, etc.
The second part of this series will cover how to go about analyzing your campaign to find day-parting opportunities.
Check out part 2 of the Effective Day-Parting of Pay-Per-Click Campaigns series
December 5th, 2007 at 11:03 am
While day-parting can help overall conversions and ROI, one must not forget that there is value to the non-converting traffic. There is a large percentage of searches that are at the begining of the research process and might not be ready to buy, but may not consider you in their research if you are limiting when you show. Make sure you take into consideration latency and the purchasing funnel.
December 5th, 2007 at 11:50 am
Totally agree with Nate’s comment. We are focusing this specific piece more on campaigns where demonstrating a specific return is critical. Some deeper thought may be necessary as to whether this specific strategy is right for your campaign’s goals, and there’s no one-size-fits-all strategy. If you’re going after awareness & consideration/education of visitors, and expect that people will return several times before performing an action - then that’s different than putting up a landing page or product page with an offer that’s specifically geared toward immediate conversions or sales.
December 5th, 2007 at 11:52 am
Hey Nate, thanks for the insight! Thanks for reading.
December 5th, 2007 at 12:37 pm
[…] for Day-Parting PPC Campaigns In part 1 of this series, we described what day-parting is and why you should be day parting your […]