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The ‘ad scheduling’ feature within Google AdWords has always been a fantastic way to extend the budget of your Pay Per Click campaigns. Rather than running an advertisement all day, every day, ad scheduling would allow you to define certain time parameters and ensure you targeted visitors at peak times.
Previously this was all done on a standard hourly rate. Meaning that your adverts could run it from 9am to 6pm on every weekday ,and 10am to 4pm on weekends without any problems. This was always a hugely efficient way to streamline campaigns; that was until Google updated the system, making it even more versatile.
The shift from hourly time parameters to 15 minutes may not sound like a great deal, but even saving half an hour of unnecessary time each day could add up to a significant difference to your PPC campaign. Imagine, for example, your business gets 98% of customers between 9am and 5pm. You may not want to just have adverts running from 9 to 5, just in case some search slightly earlier or later, but due to a stretched budget you can’t afford for them to be running for an additional hour at either end; what do you do?
Well, with the new time 15 minute time slots you could set them running at 8:45 and have the campaign stop at 17:15. This way you only add 30 minutes extra online visibility, but you could still benefit from peak time traffic for your business.
So now you can be as specific as you want, ensuring that adverts are only showing when you need them to. Whether it’s eight hours forty five minutes one day and just two hours the next, you can get more from your AdWords budget with ad scheduling.
This is a fantastic way to drive down costs, particularly for smaller businesses where Pay Per Click management of spend is likely to be far tighter. It may only be a small change, but it could have a huge difference – particularly over longer campaigns.
Samantha Noble is well known within in the search industry, she even won the UK Search Personality 2016 at the UK Search Awards in November. This year, she continues to make an impact on the industry by judging not only one, but three, prestigious industry awards.