When we start to run PPC campaigns we should ask: when is our audience more likely to convert? Which day and hour of the week? When is the best time to ad schedule our campaigns?
Understanding our customer”s behaviour can save us a few pounds and get our account to perform much better.
How do I know when are our visitors more willing to convert?
After running the first campaigns, we should analyse our data to get the first insights.
Go to campaigns tab and click on the download report button:
Next, select the segments “Day”, “Day of the week” and “Hour of the day”:
Once you open the downloaded report, select all data:
…and create a pivot table in a new sheet.
Now drag the Campaign, Days of the week, Hour of the Day and Conversions into the pivot fields, like the below:
If you prefer, you can also use the conditional formatting to highlight the best hours of the day:
The importance of Ad Scheduling your campaigns
Through this example we can check which hour of the day our visitors are more willing to convert and most importantly which hours are not generating any leads at all. In this case, between 9am and 9pm our visitors are willing to convert. After this time our campaigns are not cost effective.
You can also apply the same analysis to the Day of the Month (if related to the type of business) or conversion, you can select impressions or clicks. According to your results, you can now apply the ad scheduling settings to your ppc campaigns, allowing you to manage your budget more efficiently.
So, to conclude, you can bring a good volume of visitors to your website during all 24hours, but if they aren”t willing to convert, is it really worth it? Or, are our conversions between 9am to 9pm affected by stopping the campaigns during the other hours? This is a good question, but each ppc account and business has their own characteristics and should test the performance before and after the Ad Scheduling.
Please do let me know what results you achieve!