Creating Campaigns by Time of Day - Doesn't this make sense?

Discussion in 'Google AdWords' started by ALX-VALLEJO, May 27, 2011.

  1. #1
    Hi all,
    I found that a high percentage of conversions for my campaign occurred between 10 PM and midnight.

    With Adwords, the budget gets renewed every day at midnight. So by the time 10 PM rolls around, my budget was draining and I wasn't sure if it was enough to support the demand for my ad.

    Instead of simply increasing the budget, I decided to create additional duplicate campaigns that divided the day up. That way, I had more control over my budget and made sure that each "hot spot" hour was being served what I wanted.

    Is anyone else going this approach and what do you think?
     
    ALX-VALLEJO, May 27, 2011 IP
  2. ctrlinternet

    ctrlinternet Greenhorn

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    #2
    It is definitely a good approach if you are sure that those are you top performing hours...but always consider the buying cycle of your product before deciding cause it could be that your users are viewing your product and buying only 5 hours later.......
     
    ctrlinternet, Jun 10, 2011 IP
  3. Natively

    Natively Active Member

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    #3
    Assuming that you're tracking real conversions, I think it's a smart tactic.
    You can expand it to other "dimensions" like Geographic locations, based on the performance shown on the "dimensions" tab.

    I use to dump the worst performing elements (hours of day, Geo etc) from my campaigns. Then I track the "Lost IS-budget" until it reaches 0%. This way I don't lose "good" impressions due to budget restrictions.
     
    Natively, Jun 10, 2011 IP
  4. HostingMe

    HostingMe Peon

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    #4
    I had never thought about doing things this way,
     
    HostingMe, Jun 11, 2011 IP
  5. ekfaysal

    ekfaysal Peon

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    #5
    yea it happns. for example. weekends are always bad for my products. i always do monday to fridayd. And the peak time is always cool to cattch laser targets
     
    ekfaysal, Jun 12, 2011 IP
  6. AKMDevelopment

    AKMDevelopment Peon

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    #6
    Why don't you try increasing your max CPC from 10 to midnight as well? If you're currently languishing in position 3 or lower, or even 2, it could make a HUGE difference if you're #1.
     
    AKMDevelopment, Jun 18, 2011 IP
  7. ALX-VALLEJO

    ALX-VALLEJO Peon

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    #7
    Speaking in terms of hyper local SEO, would it make more sense to split up your campaigns by time of day? or by geography, by which I mean key cities? Doing both would create a very complex campaign structure that might be overkill.
     
    ALX-VALLEJO, Jun 22, 2011 IP
  8. Natively

    Natively Active Member

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    #8
    Splitting the campaign to multiple Geo Locations/ Hours - in my opinion it depends on 2 factors:
    1. The campaign's volume / cost.
    2. The difference or distribution between the different locations / hours, example: Illinois produced 25 leads 15% Conversion Rate and relatively high CPL | Texas produced 50 leads with 25% Conversion Rate and significantly lower CPL.

    If a lead or sale differs in value according to Location then it'll useful to split. But the problem is how do you know the various performances are significant enough.

    Generally I start by filtering-out the poor performing Locations / Hours from the newly created campaign. I calculate their "conversion rate P-value" and drop the ones below 5% P-value (indicates significance). Once the campaign is profitable enough I restore the poor elements on a new, "splitted" campaign that will eventually have lower bids.
     
    Natively, Jun 23, 2011 IP