What is Ad Scheduling?
Internet Marketing Dictionary | Google Ad
Ad Scheduling is the process of setting up your
campaigns within a Google AdWords
account so that your ads are shown at specific times of the day
or on specific days of the week.
Generally the visitor value of web traffic will vary from time to time and by
doing careful analysis of your traffic you may find that it you
get a better return on your advertising if you only advertise
at certain times of the day or on particular days. For example,
if you support your online activites with press advertising and
place ads in newspaper at the weekend, you could get a lot of
interested traffic at the weekend or on Monday mornings that
consisted of people who had read your ads and then gone online
to find you.
During the rest of the
week your traffic may still be valuable but just not as
Ad Scheduling lets you turn your AdWords ad
campaigns on and off at times that suit your business and also
let you automatically increase or decrease your bid prices for
campaigns across the board. So for example, you can choose to
increase bid prices by 25% on Monday mornings and to decrease
them by 20% on Tuesday afternoons.
Some businesses use ad scheduling simply to
stop enquiries outside office hours and whilst this may make
good sense, if your competitors do this as well, you could find
that by continuing to advertise all the time and providing a
good quality enquiry form on your site, you could get high
quality sales enquiries at times when advertising competition
is low which will keep your click costs down.
Ad Scheduling is one of the many reasons why
click costs vary for the same keyword within a given Ad Group
and Campaign within an AdWords account. It also partly explains
why AdSense earnings can vary greatly
from day to day.