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How to add an Ad Schedule to your Google Ads account

Analytics, PPC Blog, Display Advertising, PPC Blog, Google AdWords, PPC Blog 3rd Feb 2021

(This is the transcript from our new video so it may not read as well as a normal blog post would)

Hi, my name is Ellie and I’m the senior paid media executive here at Koozai. Today I will be talking to you about how to add ad scheduling into your Google Ads account. You might want to have your ads shown whenever a customer searches or you might only want it to be shown at certain times of certain days. You might also know that your website converts better at weekends and therefore, want to bid up at the weekend and down in the week or vice versa. Today I’m going to show you exactly how to add ad scheduling to your account and how you can bid up or bid down in these times. So if you go to your Google Ads account and scroll down to the left-hand side, you will see the Ad schedule option. Once we click through, we can see there are different views we can look at. Since we are in All campaigns, these will all be at campaign level. I’m going to start by showing you Hour. This splits the performance out hour by hour. We then have the option of day, which splits the performance of the account out day by day. And finally, we have day and hour, which combines the two and tells you on what days, what times do well. I would advise to analyze this tab first. You can then decide exactly which days and hours within those days work well for your account. We then go into ad schedule where we can implement the changes based on this analysis. I would suggest trying to split your day into roughly four to five sections. For example, after your analysis, you might see that between 12 a.m. and 7 a.m., you have no conversions. This can then be your first section. Then between 7 a.m. and 11 a.m., you might see a good number of conversions. Then 11 a.m. to 5 p.m., you might see a slight dip again. And then because maybe people finishing work between 5 p.m. and 9 p.m., you might see a big peak. Then between 9 p.m. and 12 a.m., it drops again. These can therefore be your split sections. So I’m now gonna show you how to add this to your account. We click this blue edit button and it gives you the option to choose which campaigns you want to add this schedule to. So choose your campaign. And you’ll then be given the option to add new days and new times. You might be given suggested times but you can just get rid of them by clicking across. You can then choose which days you want to have this schedule on. So you can do each day different or have a schedule Monday to Friday or Saturday to Sunday or you can apply the same schedule to all days. So I am just going to use all days and apply the same schedule I have Monday through to Sunday. So I click all days and enter my first section, which we said would be 12 a.m. to 7 a.m. Then we click Add to add on our second section, which we said was gonna be 7 a.m. until 11 a.m. We keep doing this for all the different sections that we’ve decided we’re gonna use. Make sure that you don’t miss any hours out, so because I’ve just chosen 5 p.m., we need to make sure that this now starts at 5 p.m. Then also, on your final one, to make sure it loops all the way around. You want to make sure it finishes at 12 a.m. We then click Save. And if we now go into the campaign, which we have just added the ad schedule into, we can see these new sections that we’ve added in. So for example, we’ve got Monday from 12 a.m. to 7 a.m. 7 a.m. to 11 a.m., et cetera. We can now go through and adjust how much we bid on each of these sections. So for example, on a Monday between 12 a.m. and 7 a.m., we decided we get no conversions here. So we might want to bid down by 50%. This way, we still want to be visible but we don’t want to waste our budget here because we know that this doesn’t come about well. You can bulk edit times by ticking the boxes. So for example, 12 a.m. to 7 a.m. on all days, I might want to change. If you click all of these, click Edit and change bid adjustments. We can then bulk change certain times. You want to take the time to go through your account, change all your sections and make sure the account reflects the performance in order to get fully optimized campaigns.

Ellie Spinks

Senior Paid Media Executive

A Latin and Ballroom national champion, it’s safe to say that Ellie knows her way around a dance floor and can throw a few shapes. She spent a month teaching maths to school children in Fiji which we think is pretty cool, but what we’re super excited about is the fact that Ellie is a self-confessed amateur cook and baker. We’re so looking forward to getting our hands on some tasty treats to try - second opinions are always required, right?

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