What is Ad Schedule in Google Ads?
Ad Scheduling is also known as “day-parting.” It is one of the most important features of Google Ads, which lets you schedule your campaign ads for specific hours of a day or days of a week.
With ad scheduling could reach out your potential customers at the right time when they are more likely to perform an action or convert.
Google Ads also gives you the power to adjust your bids based on hour of day and day of the week cycles in campaign performance.
How Ad Schedule works
In Google Ads, not only you can choose the days of the week on which you want your ads to run but it also lets you customize time for each day.
Not only that, it allows you to create multiple ad schedules too for each day you schedule. For example: Monday 8:00 AM – 10:00 AM and Monday 1:00 PM – 5:00 PM i.e. same day with multiple ad schedules.
Moreover, you can do bid adjustments for each and every single time block that you create.
Ad Scheduling Trends and Data
For example, DIY and home improvement industries tend to do well on weekends. In contrast, B2B companies tend to do well Monday through Friday between 9:00AM to 5:00PM, with very poor performance outside of these business hours.
Of course, there are industries that are less likely to find dayparting valuable; for example, consumer shopping clients typically experience symmetrical performance during all hours of the day.
Best practices for mobile bid adjustments
Listen to the data – This is not a time to go trust your intuitive side. If you make a wrong adjustment, you could be spending more just because, without making any positive impact.
Device-only campaigns – You have the option to run mobile-only, tablet-only, or desktop-only campaigns. Additionally, you can avoid these three categories, too.
Avoid bid adjustments if – you’re not seeing any competition and/or your position is already healthy, then there’s no real reason to make a bid adjustment.
Avoid bid adjustments if – you don’t have data to rely on. You may be in this boat if you’ve just newly launched a campaign.
Don’t stress about having multiple campaigns for different devices – That’s not the goal here. Google Ads wants you to have more control over your existing campaigns—not cause you more headache.
Do not set it and forget it – Bid adjustments require consistent monitoring.
Take note: If you’re automating your bid strategy, beyond just maximizing clicks, it’s not possible to use AdWords ad scheduling for bid adjustments.
Right approach to Google Ads ad schedules and scheduled bid adjustments can make an immense impact on your Google Ads campaign performance.
Have you tried ad scheduling in the past? If yes, have you seen success (or failure)? Do you see any interesting dayparting trends within your particular industry?