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By Joe Soltis, Fathom SEO's Vice President of Paid Search & E-Marketing
By looking at pay-per-click trends you may notice that weekends bring in low-quality leads. You may have also noticed that on certain days of the week your cost-per-lead tends to spike and on other days of the week your cost-per-lead tends to drop. As a result, you do a few things to improve lead quality, total profit dollars and overall ROI.
Let's make an example where we say weekends always bring in low lead quality. Mondays always bring in a very high cost-per-lead and Thursday always bring in a very low cost-per-lead. We can set up bid scheduling and ad scheduling to adjust for this. One, let's pause off all ads in all campaigns (excluding our top-performing campaigns) on Saturday and Sunday. Two, since Monday yields a higher cost-per-lead that is 30% higher than acceptable, let's set our maximum cost-per-click to be 30% lower than our standard bid. Then since Tuesday has a cost-per-lead that is 70% below our goal, let's jack up our maximum cost-per-click 70% higher than usual in order to maximize our market share.
How do I bid more or less for my ad at certain times of day?
| 1. | Sign in to your AdWords account at https://adwords.google.com. |
| 2. | Click the name of the campaign you wish to edit on the "All Online Campaigns" page. |
| 3. | Select the Settings tab. |
| 4. | In the Advanced Settings section, click Schedule: Start date, end date, ad scheduling. |
| 5. | Next to Ad scheduling, click Edit. |
| 6. | Then click on the time period next to the day of week you want to pause and switch to Not running. |
How do I turn my ads off and on certain days of the week or at certain times?
When you create an ad schedule, you can specify bid multipliers to raise or lower your bid during certain hours or on different days of the week.
Here's how to use the bid adjustment mode:
| 7. | Sign in to your AdWords account at https://adwords.google.com. |
| 8. | Click the name of the campaign you wish to edit on the "All Online Campaigns" page. |
| 9. | Select the Settings tab. |
| 10. | In the Advanced Settings section, click Schedule: Start date, end date, ad scheduling. |
| 11. | Next to Ad scheduling, click Edit. |
| 12. | In the ad scheduling window, click "Bid adjustment" above the table. . |
| 13. | Click the % of bid column in a row to adjust the bid multiplier for a period, then click OK.. |
| 14. | When you're finished, click Save |
Below is an example of what your settings should look like.
The bid multiplier affects all ads in the campaign, including ads with separate search and content bids. When the multiplier time period is over, your campaign will revert to your normal campaign bids. Using the bid multiplier will not affect your budget. To stop using the bid multipliers, click Basic at the top of the ad scheduling window. Your time settings will be saved, but your bid multiplier settings will not be saved.
NOTE: If you are using automated bidding rules in a program such as Omniture Search Center make sure they are turned off for the time periods that Google is changing the bids for you.
