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 Using the Google AdWords Scheduling Feature: A Little Effort Makes a Big Difference in Conversions

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Number of posts : 1850
Age : 55
Registration date : 2008-03-08

PostSubject: Using the Google AdWords Scheduling Feature: A Little Effort Makes a Big Difference in Conversions   Sun 13 Apr - 1:04

On June 16, Google AdWords launched its new scheduling feature,
allowing advertisers to program the times and days of the week that
their ads will display on Google and its content network. This long
awaited feature can make a monumental difference in your ad spend,
your conversion rate, or both.

Why Use Google AdWords Scheduling
AdWords scheduling allows you to maximize ad visibility during
times when your target audience is searching, thus ensuring that
your ads are being served when they are most likely to get the best
conversion rate. For example, a business-to-business company based
in the United States may choose to pause ads on weekends and run
ads on weekdays from 7 a.m. - 9 p.m. Eastern Time. Searches during
these times would incorporate business traffic from the east coast
to the west coast while also minimizing non-targeted traffic that
the advertiser might receive overnight or on weekends.

Real-Life Results
For one company, Google AdWords Scheduling has already made an
incredible difference in its conversion rates. AAA Payday Cash is a
payday loans company based out of Springfield, Mo. The payday loan
industry is a highly competitive one in the search engine
advertising arena, with some maximum cost per click (CPC) rates as
high as $49/click. Naturally, with such high CPCs, it's vital to
AAA Payday Cash to maximize its budget spend, maximizing its
conversion rates and cost per conversion.

Using peak online application times as a guide to determine the
schedule, we set the Google AdWords Scheduling feature to match
peak times of application traffic. In the first week of using ad
scheduling, AAA Payday Cash's conversions increased by over 150%,
without increasing budget or actual spend.

How to Set Up Google AdWords Scheduling
Established at the account level, the scheduling feature is a very
straightforward, three-step process.

To activate scheduling, edit the campaign settings and click on the
"Turn on AdWords Scheduling" link under the "AdWords Scheduling"
feature in the "Advanced Options" section.
Next, establish the time zone for the campaign, then set the
schedule for the campaign.
Finally, establish the days of the week and times of day for the ad
to run. Google provides an easy-to-read calendar diagram to
illustrate when the campaign ads will run. Additionally, "Advanced
Mode" allows adjustments of maximum cost per click based on a
Once Google AdWords Scheduling is established for a campaign, a new
clock icon will appear in the "Current Status" box for that
campaign on the Campaign Summary page.

In Conclusion
I highly recommend Google AdWords Scheduling to my clients - it
maximizes budget spend and has already proven to improve return on
investment. When deciding on a schedule, use data from your own
organization to determine the best schedule for you - it truly can
make a remarkable difference.
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