Google AdWords can be such an effective tool for SMEs, as it can generate new business leads at as low as a couple of dollars per lead. For many of our SME clients, the main conversion action from their site is a phone call, so it is essential that their advertising dollars generate as many phone calls to their business as possible.
Many SMEs allocate a very small budget towards their marketing, and it is often the case that their Google AdWords budgets will not be large enough to reach 100% of their available market based on the searches they target (i.e. their campaigns may have impression share loss due to budget).
Their budget should therefore be concentrated into optimal times of the day or days of the week, when their ads are likely to generate a high volume of calls/leads at a low cost.
When deciding on an ad schedule which is focused on generating calls, the first question you must ask is, “when will my business have someone answering the phone?”
In most cases, phone calls will be more likely to generate business when there is an immediate response and not a message left through an answerphone. It therefore makes sense to align your ad schedule with your business hours. It is also important that your website displays these hours of business so your website visitors know that they can contact you.
The next question you need to ask is, “what hours of the day or days of the week have incurred great costs and never delivered a conversion?” Provided you have a significant amount of data, it’s an easy decision to schedule these time periods out of your campaigns and allocate budget towards time periods which generate conversions.
Look at your data.
To view your hourly AdWords performance data, simply navigate to the ‘Dimensions’ tab in your campaign and select ‘Time’ > ‘Day of the week’, or ‘Time’ > ‘Hour of day’. There you will clearly see the time slots which have generated no conversions, and the cost per time slot.
Once you have selected the hours of each day you want to run your ads, the process is easy:
1) Navigate to the settings tab in your campaign and go to the ‘Ad schedule tab’.
2) Click the ‘+ AD SCHEDULE’ button then click ‘+ Create custom schedule’
3) Choose the days and times during which you want your ads to run
4) Check your new ad schedule to ensure it is correct
Now you have a campaign which focuses a small budget into the most effective time slots for your small business.
You might also be interested in:
- Choosing your AdWords keywords
- Setting up conversion goals
- Best practice for Google Display advertising
How to Set Up an Ad Schedule - Basic - Google AdWords for SMEs,