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Timing is Everything for Smarter Paid Search

Timing is Everything for Smarter Paid Search

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Published by IMPAQT
Typically, different times of the day yield different results for Paid Search campaigns. Dayparting, a
strategy where PPC ads are only shown during select times of the day, is a great way to attain more
clicks and conversions, while spending less. Also, if PPC campaigns are frequently hitting budget
caps, dayparting is one way to curb spend as efficiently as possible.
Typically, different times of the day yield different results for Paid Search campaigns. Dayparting, a
strategy where PPC ads are only shown during select times of the day, is a great way to attain more
clicks and conversions, while spending less. Also, if PPC campaigns are frequently hitting budget
caps, dayparting is one way to curb spend as efficiently as possible.

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Published by: IMPAQT on Aug 11, 2011
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05/12/2014

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Timing is Everything for Smarter Paid Search

Case study: automotive

Typically, different times of the day yield different results for Paid Search campaigns. Dayparting, a strategy where PPC ads are only shown during select times of the day, is a great way to attain more clicks and conversions, while spending less. Also, if PPC campaigns are frequently hitting budget caps, dayparting is one way to curb spend as efficiently as possible. A leading luxury car maker wanted to reserve funds in order to fully support a media push later in the year. They were currently spreading their budget evenly across individual days, and sought IMPAQT’s help to identify a more efficient way to spend.

Question:
How could IMPAQT help the client make its PPC campaigns more efficient through dayparting?

Revelation:
IMPAQT first analyzed the client’s conversion data to identify conversion trends across different times of the day. We based the dayparting rules on conversions, rather than impressions and clicks, to keep the client’s campaigns from being dark during hours that produce high action-related conversions. From the conversion data, we further identified the most profitable time to be between 8am-9pm EST. We then pinpointed the most active time for searchers within this time frame. We recommended that the client reduce their campaigns’ active time from a full 24 hours to the specific time frame identified in our analysis. Then, dayparting rules were implemented across highvolume campaigns so that more of the client’s budget was allocated during the most optimal times identified within this time frame.

The IMPAQT:
By implementing dayparting, the client realized these results: • Within 3 days, the clickthrough rate (CTR) for one of the client’s campaigns more than doubled. • Conversion rates increased by up to 20%.

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