What if we could divulge the best time to run your PPC ads to get the best results? A small disclaimer: we can only sort of answer the question for you. One of the foundational tenets of marketing is to test. Making an assumption could lead to poor results and a spike in costs. You must always test all elements if you want to be smart and strategic about your efforts: your offers, your copy, your pricing—and when you run your PPC ads. After all, you could have the most incredible offer, but if no one is there to see it, it’s useless.

2. matchcraft //
WHAT IF WE COULD DIVULGE THE BEST TIME TO RUN YOUR PPC ADS TO GET
THE BEST RESULTS?
A SMALL DISCLAIMER: WE CAN ONLY SORT OF ANSWER THE QUESTION FOR
YOU. ONE OF THE FOUNDATIONAL TENETS OF MARKETING IS TO TEST.
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3. matchcraft //
MAKING AN ASSUMPTION COULD LEAD TO POOR RESULTS AND A SPIKE IN
COSTS. YOU MUST ALWAYS TEST, ALL ELEMENTS, IF YOU WANT TO BE SMART
STRATEGIC ABOUT YOUR EFFORTS: YOUR OFFERS, YOUR COPY, YOUR
PRICING—AND WHEN YOU RUN YOUR PPC ADS. AFTER ALL, YOU COULD
HAVE THE MOST INCREDIBLE OFFER, BUT IF NO ONE IS THERE TO SEE IT, IT’S
USELESS.
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4. How to determine the right
time

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Ah, the power of data. Thankfully, Google AdWords gives you oodles
of it. You can determine the right time through your AdWords
account located within the Dimensions tab.
On the drop down menu for “View”, you can select Time or Hour of
the Day. For every hour of the day, you’ll be able to see how your
PPC ads are performing. You also have an option to view reports for
days of the week.

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Your data here will appear in a chart, much like an Excel report. From
here, you can easily sort of hour of day to get an intuitive,
chronological view. You can also sort by number of clicks, conversion
rates, cost per converted click, and other metrics.
Based on these metrics, you can easily narrow in on trends and
locate your daily “power hours”, the times where your ads will
perform the best.

7. Wait, shouldn’t my ads be
distributed evenly throughout
the day?

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If the idea of scheduling your ads causes you to panic, remember,
you have to apply the logic to your own unique business.
You may have different patterns; your patterns may be cyclical. You
may have to focus your efforts more on certain days of the week
than hours. But applying logic with your hard data, available in
AdWords, should help you make confident decisions about how to
allocate your PPC budget.

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For example, an event ticketing company that has the majority of its
events on the weekends may see an increase in clicks on Wednesday
and Thursday evenings. This makes sense; many people are relaxing
in the evening and considering plans for the upcoming weekend.
While they may sell tickets on any day, it’s most cost effective for
them to focus their efforts on those two weekday evenings, to
capture a higher percentage of clicks and conversions.

10. How to put your knowledge to
work

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It’s time to enjoy the fruits of your detective work.
Instantly optimize your PPC ads by using AdWord’s scheduling feature.
Under “Settings” select “Ad Schedule.” Modify your bids accordingly, based
on day of week and hour of the day, to leverage your findings.

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And remember, don’t just set it and forget it. Set a calendar reminder to
check in at least weekly—especially in the beginning. You don’t want to
inadvertently make a wrong adjustment and pay for it later. Hopefully, you’ll
see stronger conversions and a spike in clicks when you run your ads at the
right time.
Once you’re comfortable with scheduling, then it will be time to consider
modifying your ads based on geography or mobile device.
Baby steps.

13. matchcraft //
ABOUT MATCHCRAFT
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A pioneer in the marketing and technology space, MatchCraft provides a
best-in-class technology platform that enables companies to successfully
sell and manage search campaigns for their clients.
Unlike other marketing technology platforms, MatchCraft helps
organizations efficiently manage even the smallest campaigns, enabling our
clients to provide spectacular service to all of their customers.
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