Finding The Right Pay Per Click Day-Parting Strategy

Following on from our earlier pay per click article about day-parting, explaining what it is and why it’s important… So, how do you decide when is the best time to switch a campaign/product on or off?

Firstly, it’s important to make sure you have the right amount of data. If your campaign has only been running for one week and Monday was bad, how would you know if that was usual or not? Use as much data as possible, 90 days is usually sufficient unless your business is seasonal, in which case maybe use just a month.

You can use Google’s Account Performance reports to pull together the best days and times.

Once you’re looking at the report, don’t be fooled by the graphs and don’t just look at the click through rate (CTR). If you only had 5 impressions and received 1 click, that 20% CTR is going to look fabulous.

Looking at the data by day will show you which days convert best. Looking by hour, you can use the number of clicks vs impressions to figure out which hours are the best.

Not only can day parting be useful in stretching your budget but can increase your click through rate, which increases your quality score, and reduces your cost per conversion. So log into your pay per click account and start analysing.

Lianne
PPC Account Manager