Google and Microsoft offer the ability to adjust keyword bids by day-of-week or time-of-day.
These adjustments are entered as a percent of the keyword bid and are used to optimize for conversion rates that vary by time or day. This allows the advertiser to increase volume during periods of higher conversion rates and save cost during lower periods. For example, if you know the conversion rate on Monday – Friday is 10%, but on Saturday and Sunday it is 15%, you can increase your bid by 50% on Saturday and Sunday.
The Ad Scheduling recommendations feature identifies days of week when conversion rates are higher/lower than average and translates these into recommendations for increasing/lowering bids in Publisher Ad Scheduling settings. In accounts that do not track conversions, no recommendations will be provided, as these recommendations are based on conversion rate.
Note: The multi-edit function for Ad Scheduling function is not available for Yahoo! Japan.
Note: If you're using Marin's automated bidding with a Boost Rule, Ad Scheduling will be layered on top of your Boost, as it's a publisher-side adjustment that is independent from your Strategy settings. Use caution when applying both a Boost and Ad Scheduling.
MarinOne offers full access to ad scheduling for Google and Microsoft, handled at the campaign level for Google and ad group level for Microsoft.
Note: Below applies to whether the settings are done in MarinOne or directly in the publisher account UI. For example, when setting your lunch special ads to serve from 11 a.m. - 1 p.m. every day in your publisher account with Los Angeles/Pacific time zone.
In the above example case, searchers see these ads from 11 a.m. to 1 p.m. based on the locality of the searcher -- the searcher in New York would see the ad served between 11 a.m. and 1 p.m. in New York time, while a searcher in Los Angeles would see the ads served from 11 a.m. - 1 p.m. Los Angeles time.
Per the publisher settings, bid multipliers for Google Campaigns can be adjusted to between 10% and 1000% of the original bid in increments of 5%.
Microsoft Group bids can be adjusted to between 10% and 1000% of the current bid in increments of 10%, or placed at paused (equivalent to 0% of the bid).
Note: Ad scheduling cannot currently be managed in bulk. To update your Ad Scheduling, you will need to use single edit or multi-edit modes.
Note: The MarinOne functionality for ad scheduling currently supports Google. Amazon has a separate process. To learn more about setting up Ad Scheduling for Amazon, please see the instructions listed here.