One of the coolest new features that Adwords has recently added is a feature called dayparting or ad scheduling as Adwords calls it. If you go to campaign settings, you’ll find it under ‘Advanced Options’:

Before I explain what this feature actually does, think about this: have you noticed that your campaigns do better on specific days of the week (weekends, or may be the middle of the work week)? Have you also noticed that your campaigns do better or worst ad specific times of the day? Perhaps you get a lot of browsers in the morning, but most people buys at night.

Now wouldn’t it be cool if you could have adwords automatically adjust your bids so it could raise your bids when sales are hot at a particular time of day or day of the week, and lower your bids (even pause your ads) when sales are slow?

We’ll that’s EXACTLY what dayparting allows you to do!

Check out the screen shot below….

Here’s what I’ve done. In this particular Google campaign I’ve noticed over the course of months that the middle of the week is really slow, especially Wednesdays. So I set the ad scheduling feature to lower my bids by: 90%, 80%, 90% on Tuesday, Wednesday, and Thursday respectively. Now this market REALLY picks up on the weekends so I had my bids increased by 10% on Saturday and Sunday.

Pretty awesome, huh?

This is a great way to increase your ROI and profits.

Now you can also setup ad scheduling to increase bids, lower bids, or even pause your ads at different times during the day.

The trick here is getter proper statistics as to what your conversion rate is at different times of the day.

The best way to do this is to make 4 IDENTICAL copies of your campaign (it’s easy doing this with Adwords editor), set each campaign to run at different times of the day. One from 12am-6am, one from 6am to 12pm, one from 12pm to 6pm, and one from 6pm to 12am. This is fairly easy to do with the ad scheduling feature.

Now let these 4 duplicate campaigns run for at least a week or 2 to get proper statistics, so you know what your conversion rates are at different times of the day. Once you have this data you’re gold! Simply adjust your bids lower when conversions suck, and higher when your conversions are hot.

Here’s to higher ROI!