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Managing Campaigns

Home > English > Managing Campaigns > Keywords, Creatives, and Campaigns > How To Articles: Keywords, Creatives & Campaigns > Using Ad Scheduling (Day Parting)

Using Ad Scheduling (Day Parting)

Introduction

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 folder settings. Use caution when applying both a Boost and Ad Scheduling. 

Ad Scheduling

The application offers full access to ad scheduling for Google and Microsoft, handled at campaign level for Google and ad group level for Microsoft

Note: Below applies to whether the settings are done in the application or in the publisher account UI directly. For example, when setting your lunch special ads to serve from 11am - 1pm every day in your publisher account with Los Angeles/Pacific time zone:
 

  • Google: Uses the publisher account’s time zone, not the application’s time zone
    In the above example case, searchers see these ads from 11am to 1pm PDT only, regardless of the time zone of the searcher (Someone searching in New York would see the ads served from 2pm - 4pm, if the ads happen to be targeting New York).
     
  • Microsoft: Uses the user’s IP location time zone, not the publisher account’s nor the application’s time zone

    In the above example case, searchers see these ads from 11am to 1pm based on the locality of the searcher - the searcher in New York would see the ad served between 11am and 1pm in New York time, while a searcher in Los Angeles would see the ads served from 11am - 1pm 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.
 

See it in Action


Join a member of the Marin Software team as we take you on a guided tour of the Ad Scheduling and Ad Scheduling Recommendations features.  

Click the play button to get started. We recommend viewing the video in full-screen. 
 

Single Edit

To edit the ad schedule for a single Campaign/Group, go to the settings page for the Campaign/Group and click the Ad Scheduling button. This button is also located on the Microsoft group settings page. The ad scheduling screen for Google lets you make adjustments by day or week or time of day.

Note: When increasing or decreasing bids, consider 100% as your baseline. If you are looking to increase the bids by 5%, you should be updating the Multiply By field from 100% to 105%. This same method goes for decreasing bids, to decrease by 20% enter 80.

The screenshot below shows examples of both:
 

as1.png
 

  • Monday: Bids will be increased by 5% over the baseline from 1 p.m. to 5 p.m. and decreased 20% below the baseline from 6 p.m. to 8 p.m. Bids will use baseline for the remaining hours.
     
  • Tuesday: Bids will be decreased 60% below the baseline from 2 a.m. to 8 a.m. and increased by 20% over the baseline from 7 p.m. to 11 p.m. Bids will use baseline for the remaining hours. 
     
  • Wednesday and Thursday: Bids will use baseline for the entire day. 
     
  • Friday: Bids will be increased by 50% over the baseline from 9 a.m. to 6 p.m. and use baseline for the remaining hours.
     
  • Saturday: Bids will be paused. Setting the adjustment to 0% of baseline causes the day or time to be paused. 
     
  • Sunday: Bids will use baseline for the entire day. 
     

The suggested column is based on an account-level analysis of conversion rate over the days of the week, which is then translated into a set of recommended bid adjustments. Make any adjustments to the recommendations in the text box and click Save to push these settings to the publisher.

Multi-Edit

The multi-edit ad scheduling feature allows you to make ad schedule changes in for multiple objects at once. To edit the ad schedule for multiple Campaign/Groups, select these items in the grid, click the Edit button, and then select Ad Scheduling from the drop-down. A bubble will appear allowing you to edit the ad schedule for the selected items, as seen below.

The bubble functions identically to the screen available for single edit. In addition, a drop down on the left called Copy Settings allows you to apply the settings from one day to all other days of the week, or simply to the weekdays.

Note: Bid settings seen under the multi-edit Ad Scheduling page below will not display any current settings that were previously applied. In order to see you current Ad Scheduling settings/bids, you will need to enter into the main Ad Scheduling page within the campaign settings.

Recommendations

  • Ad Scheduling recommendations are generated by the application to help you identify opportunities to modify your bid. On a nightly basis, the application analyzes variations in conversion rate over the days of the week, which is then translated into a set of recommendations for bidding.
     
  • To show the application's recommendations, follow the instructions for an ad scheduling multi-edit as indicated above. When the multi-edit bubble appears, click the Show Recommendations button. The recommendations will automatically populate as settings into the bubble, allowing you to save them immediately or edit to your satisfaction.
     
  • The recommendations for calculations are done at the client level, and thus are not specific to individual campaigns or groups. Note that you may notice some differences in the recommendations for Microsoft Groups versus Google Campaigns within the same client account because of some of the different constraints placed by Microsoft and Google in their ad scheduling settings (see section on Ad Scheduling at the top of the page).

 

 

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