The best way to determine the most active times for your ads is to look first at the average time on
your site metric. The average time it takes visitors to click through your ad indicates their level of
interest. For example, if you find that people who click through your ads between 8 a.m. and 5 p.m.
spend twice as much time on your site than those who click through at other times, you can assume
that those who come during the daytime hours are more interested in what you have to offer. As a
general rule, those who are more interested will contribute more goal conversions.
Once you’ve determined during what hours your site visitors spend the most time, you can look at
the number of visitors who come during that time and the number who result in goal conversions.
These numbers should give you a pretty clear idea of what your dayparting schedule should look
like
Dayparting also has an additional benefit that many people don’t think about. It can help
you reduce the instances of click fraud that you may face. Because your ad is shown only
at specific times, it is less available for your competition or other malicious souls to use it to drive up
your PPC advertising costs.
Dayparting also works for days of the week and is especially useful if your products and services
are seasonal in nature. For example, if you find that your ads gather the most traffic on weekends,
you may decide that exposure during the week isn’t as important as exposure on the weekend. In
that case, you can keep your exposure during the week to a minimum and increase it dramatically
over the weekend. This should result in your budget being lower, or at the very least your budget
should stay the same while the effectiveness of your PPC campaign should increase noticeably.
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