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Improving PPC using dayparting

Posted by Michael Bloch in web marketing (Sunday April 2, 2006 )

Just something you might like to try to improve your Pay Per Click ROI (Return On Investment).

In every aspect of life, there are patterns in relation to time – and the same could be said of successful web marketing, including Pay Per Click campaigns. I’ve been reading a few articles here and there recently in relation to the “dayparting” strategy and it’s quite an interesting subject.

Dayparting has its roots in TV programming where different types of shows would be screened at different times of day based on the types of people who would usually be around to watch them. It’s the old maxim, totally applicable to the web, of showing people what they want when they are most likely to want it.

In ecommerce, it’s pretty much the same in relation to online sales. There’s growing evidence suggesting that different groups of people are more active in online purchasing via PPC ads at specific times of the day. I’m not referring so much to volume of sales, but the click to conversion ratio.

For example, let’s say between the hours of 12 – 2pm you generate 5 sales from 200 clicks. Then, between the hours of 6pm-8pm, you generate 3 sales from 50 clicks. Depending on the price you are paying for each click, it might be worth your while to “burn” the 12 – 2 pm timeslot and just focus your efforts and PPC cash on the 6pm-8pm timeframe.

Dayparting can be a bit of a pain, i.e. remembering to switch PPC campaigns off and on, but I believe there’s a few third party applications available that can automate this for Yahoo Search Marketing and Adwords services.

As for which days and times are the best, it really varies on your industry and industry segments, even to the types of visitors that frequent your site, so you’ll need to spend some time building a sales history specific to your PPC efforts in relation to your own site. What works for site X may not work for site Y.

While some of the major advertising networks do provide conversion stats, often they are fairly limited in their reporting. Decent click tracking software doesn’t cost a fortune and can be a huge time saver in trying to determine a pattern for when your pay per click campaigns are at their most effective.

Learn more about ad & click tracking software.

More tips on minimizing PPC costs

Learn more about Pay Per Click marketing


4 comments for Improving PPC using dayparting
  1. Update: MSN Adcenter appears to provide advertisers with dayparting options:

    MSN Adcenter is currently in pilot stage, but if you’re interested in participating in the pilot, they offer a registration form here:

    Comment by Michael Bloch — April 22, 2006 @ 11:33 pm

  2. Hi – I really like your site. It is full of greate information. I am looking for a ranking of PPC service providers or a list of features provided withouth having to visit each one or at least the top 5 or 10. Can you point me in a direction?
    Thank You!

    Comment by Jesus — April 27, 2006 @ 1:13 pm

  3. Hi, thanks for your kind feedback. Here’s a list that may help:

    Pay Per Click Universe

    Comment by Michael Bloch — April 27, 2006 @ 3:37 pm

  4. Update – Google has just added dayparting features to AdWords – it can be accessed via the AdwWords Edit Campaign Settings page.

    Comment by Michael Bloch — June 17, 2006 @ 4:52 am

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