In the world of SEO, keyword research is the cornerstone of building a successful online presence. It’s not just about finding words to sprinkle throughout your website; it’s about identifying terms that people are actively searching for. But how do you find the right keywords that can drive traffic and lead to conversions? That's where tools like Google Keyword Planner come in. Let’s dive into how you can effectively use it to find high-performing keywords that are relevant to your business.

• Rahul Singh
• SEO
• September 27, 2024
• No Comments

1. Introduction

What is Ad Schedule Targeting? Ad schedule targeting is a feature in Google Ads that allows advertisers to control when their ads are shown to potential customers. This feature enables you to target specific hours of the day or days of the week, allowing you to maximise your ad spend during periods when your audience is most likely to convert.

Importance of Bid Adjustments Based on Conversion Data Not all times or days are equal when it comes to online traffic and conversions. Some audiences are more active during certain hours or days, depending on your industry, product, or service. By adjusting your bids based on these patterns, you ensure that your ads are prioritised when conversions are most likely to happen. This increases your return on investment (ROI) and makes your campaigns more efficient.

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2. What is Ad Schedule Targeting?

Ad schedule targeting refers to the ability to set specific times and days for your ads to appear. Instead of showing your ads 24/7, you can choose when they are most likely to reach your target audience. This type of targeting is especially useful for businesses that notice higher engagement or conversion rates during particular periods.

For example, a B2B software company may find that most conversions happen on weekdays during business hours, while an eCommerce store might see more activity during weekends or evenings. By adjusting your ad schedule, you can ensure that your ads are shown during high-conversion times.

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3. Why Adjust Bids Based on Time and Day?

The behavior of online audiences varies greatly depending on the time of day or the day of the week. User intent might change from browsing during lunch breaks to making serious purchase decisions in the evening or over weekends.

Example 1: A restaurant might see more searches for delivery services during the evening and weekend hours, so it makes sense to increase bids during those peak times.

Example 2: A B2B company might see that their target audience is more likely to convert between 9 AM to 5 PM on weekdays. By reducing bids outside of these hours, they can stretch their ad budget further.

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4. How to Set Up Ad Schedule Targeting in Google Ads

Here’s a step-by-step guide on how to set up ad schedule targeting in Google Ads:

1. Log into Google Ads and navigate to the campaign you want to modify.
2. On the left-hand side, click on "Ad Schedule."
3. Choose the days of the week and times of day you want your ads to run.
4. Set bid adjustments by increasing or decreasing your bids during selected hours or days.
5. Save your changes.

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5. Analyzing Conversion Data: When is Your Audience Most Active?

Before you adjust your bids, you need data on when your audience is most active and likely to convert. You can analyze this data using tools like Google Analytics or Google Ads Reports:

1. 1. Check conversion data by segmenting it by day and hour in your Google Ads dashboard.
2. 2. Use Google Analytics to analyse website traffic and conversion times.
3. 3. Compare these trends with your industry averages or competitors to understand the best times to target.

This analysis will guide you in adjusting bids for peak hours and minimizing spend during low-conversion times.

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6. Adjusting Bids Based on Time of Day

Once you've analysed your data, it’s time to start adjusting bids for different times of the day:

1. 1. Increase Bids During Peak Hours: If you notice a spike in conversions between 1 PM and 4 PM, consider increasing your bids during this period. This will make your ads more competitive and likely to appear to users who are ready to convert.
2. 2. Lower Bids During Off-Peak Hours: If conversions are low between midnight and 6 AM, you might want to reduce your bids or even pause them altogether during these hours.

Industry Example: B2B companies often target business hours (9 AM - 5 PM), while eCommerce stores may increase bids during evening hours when consumers are shopping.

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7. Adjusting Bids Based on Day of the Week

In addition to adjusting bids based on the time of day, you can optimise for specific days of the week:

1. 1. Higher Bids for Weekdays (B2B): If your target audience consists of businesses, you’ll likely see better performance on weekdays. Increase bids from Monday to Friday and reduce them over the weekend when decision-makers are less active.
2. 2. Higher Bids for Weekends (B2C): For eCommerce or retail businesses, weekends may be the most active time. Consumers have more free time to browse and make purchases, making it an ideal time to increase your bids.

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8. Best Practices for Ad Schedule Targeting

To maximise the effectiveness of ad schedule targeting, follow these best practices:

1. • Regularly Monitor and Adjust: Conversion rates can shift over time, so monitor performance regularly and adjust your bids accordingly.
2. • Avoid Drastic Changes: Don’t overbid or underbid drastically. A good starting point is a 10-20% bid adjustment.
3. • Test and Refine: Always A/B test different schedules to find what works best for your audience.

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9. The Benefits of Ad Schedule Targeting

To maximise the effectiveness of ad schedule targeting, follow these best practices:

1. Maximise Conversions: Show your ads when users are more likely to convert.
2. Reduce Wasted Spend: Avoid spending money on ads during low-traffic periods.
3. Improve ROI: Stretch your budget by concentrating on high-conversion windows.

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10. Conclusion: Why Ad Schedule Targeting is Essential for High Conversions

Ad schedule targeting allows advertisers to optimise their Google Ads campaigns by focusing on the times when their audience is most likely to convert. Whether you’re adjusting bids based on time of day or day of the week, this feature helps improve the efficiency of your ad spend, leading to better results and higher ROI.

By regularly analysing conversion data and making bid adjustments, you can ensure your ads are reaching the right audience at the right time, maximising the effectiveness of your campaigns.

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