Summary
Adjusting bids with Manual CPC in Google Ads for different times of the day requires strategic use of ad scheduling, historical performance data analysis, and bid adjustments to optimize campaign results. Here’s a comprehensive guide to effectively manage bids throughout the day.
Understanding Ad Scheduling in Google Ads
Ad scheduling, or dayparting, is a feature in Google Ads that allows advertisers to specify certain times or days of the week when they want their ads to appear. This feature helps advertisers to maximize their advertising budget and improve their return on investment (ROI) by focusing their spending during the most profitable times.
Setting Up Ad Scheduling
Accessing Ad Scheduling
To begin setting up ad scheduling, go to the Google Ads dashboard and navigate to the campaign you want to modify. Click on the "Settings" tab, and then select "Ad schedule" to start specifying your preferred times and days for your ads to run.
Creating a Custom Schedule
Within the ad scheduling menu, create a custom schedule by selecting the specific days and times you wish to target. Consider reviewing your historical data to identify peak performance hours. You can adjust bids for certain times of the day based on this analysis.
Analyzing Historical Performance Data
Before adjusting bids, analyze historical performance data to understand which times of the day yield the best results. Google Ads provides insights into metrics such as click-through rates (CTR), conversion rates, and cost per conversion at different times.
Using Google Ads Reports
Use Google Ads reports to gather data on performance by hour and day. Access this data under the "Reports" section and select "Time" to view performance metrics sorted by hour of the day or day of the week. This analysis will inform your bid adjustments.
Adjusting Bids for Different Times
Implementing Bid Adjustments
Once you identify peak performance times, implement bid adjustments by increasing bids during high-performing hours and decreasing them during low-performing times. To adjust bids, return to the "Ad schedule" section and input percentage changes for different times of the day.
Example of Bid Adjustments
For instance, if you notice higher conversions during weekday evenings, you might increase bids by 20% during those hours. Conversely, you may choose to decrease bids by 10% during early morning hours when conversions are lower.
Continuous Monitoring and Optimization
Regularly monitor the performance of your campaigns after implementing bid adjustments. This continuous evaluation helps ensure that your strategy remains effective over time. Adjust bids as necessary based on changes in performance trends.
Using Google Ads Insights
Utilize insights from Google Ads to refine your strategy periodically. This includes reviewing changes in consumer behavior and seasonal trends that may influence optimal ad scheduling and bid adjustments.
Conclusion
Effective bid adjustments with Manual CPC in Google Ads require a strategic approach to ad scheduling, based on thorough analysis of historical performance data. By focusing on peak performance times and continuously optimizing, advertisers can significantly enhance their campaigns’ effectiveness and ROI.
References
- [Use Ad Scheduling, 2023] Google Support. (2023). "Use Ad Scheduling." Google Ads Help.
- [A Guide to Dayparting, 2023] WordStream. (2023). "A Guide to Dayparting in Google Ads." WordStream Blog.
- [How to Use Ad Scheduling, 2023] PPC Hero. (2023). "How to Use Ad Scheduling in Your Google Ads Account." PPC Hero.
- [Guide to Ad Scheduling, 2023] Hallam. (2023). "Guide to Ad Scheduling in Google Ads." Hallam Internet.