T: @DuaneBrown

Use Dayparting To Decrease Google AdWords Spend

Why Does It Matters
Dayparting equates to showing your ads only at specific times and/or days. If your business hours are only from 9am-9pm, then you may want to turn off your ads during non-business hours. There are also more advanced uses for dayparting including only running/stopping ads during peak hours or slow times/days. You may want to run ads during peak hours because conversion rates will be highest at that time. Conversely, you could turn off ads during peak hours because you already have more business than you can handle during those hours. For slow hours/days, you could offer coupons or specials only during those hours to try to drum up business.

How To Do It
Step 1.
Login to  your Google AdWords account and set your date range for 30 days. On the main navigation look for and click on the “Dimensions” tab. Next click on “View” drop down and then “Time” and finally “Hour of Day”. This will break down your spend and numbers into useful information.

Step 2
Login to your Google Analytics and add my PPC Conversions by Hour (https://www.google.com/analytics/web/template?uid=vj0weWbZTy2V4XG1zZoQ_w) report to your account. I’ve my set as goal 3 for a conversion, so you may need to change this if your goal for a sale is a different number in your account. Set your date range for 30 days again and download this report.

Step 3
Add your conversions to your AdWords report by lining up the hours of each report. In my report I’ve sessions, which is how many visits are happening on our site. It’s not something I’d look at for this 30 date report but is something I’d look at for weekly or monthly reports that cover 3+ month date ranges.

Step 4
Now that you’ve created one report, I’d look at adding an extra column to calculate your cost per acquisition (CPA). Divide your conversions by your spend for each hour to get this number. Ideally, you’ve a CPA target where you work but if  not look for any CPAs that are outlier and way to higher for your business to support.

Step 5
These high CPAs could cluster around the early morning (2-5am) or late at night (10-11pm). It’s going to be different for each business but if you find you’ve some high CPAs, I’d look at turning off your campaigns during these hours. You’ll need to log back into your Google AdWords account to do this.

Step 6
In your account look for the “Settings” tab and click on it. Then on “Ad Scheduling”. Then click on “+ Ad Schedule” and select your first campaign.

Step 7
Based on your hours that have a high CPA, I’d set my campaigns to run for all the other hours of the day. If you find that your high CPA hours aren’t clustered together (say 2-3am and 5pm), you can click on the “add” button to add more times of the day; so your campaigns would run from 12-1am & 4am – 12am.

Bonus Tip
Once you get the hang of dayparting. You can run reports that look at each day of the week across each campaigns you’ve and see how you want to adjust your dayparting for each day of the week and campaign.

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