Pay-per-click marketing is a combination of art and science, and when these disciplines converge efficiencies are created. In PPC, we often think of the balance between volume and efficiency, understanding that the more we increase the scale of campaigns (click-spend) the more difficult it becomes to maintain performance metrics. One under-utilized tactic is click-spend timing. Timing your PPC budget relative to demand will allow for greater spend efficiency which will create more consistent ROI while maximizing volume.
How can I time my campaigns to maximize click activity when demand is at its highest?
There are several tactics that can be used to improve campaign efficiency through timing. The major paid search ad platforms have a form of ad scheduling built within their interface. This is also known as day-parting.
To understand how to set your day-parts you need data. Compile your sales data by day of the week and analyze when you are having the most success. If you have it available, also compile your return by hour of the day. To get even more advanced, analyze your return by date so you have a better understanding of seasonality and when to time your budget to demand throughout the entire year.
“Life is all about timing… the unreachable becomes reachable, the unavailable become available, the unattainable… attainable. Have the patience, wait it out. It’s all about timing.”
– Stacey Charter
To Stacey’s point, if you can get more precise in your campaign timing, you can stretch your budget further by to staying cost efficient using your budget when there is the highest likelihood of success. The more data you have to work with, the more confident you can be in your decisions.
Understanding when to spend is equally as important to understanding where.