The other day I was running some data analysis on one of my clients and discovered that a majority of their leads were generated over weekends and early in the week like on Mondays, Tuesdays and Wednesdays. Thursdays and Fridays were almost always low lead volume days.
Based on this analysis, I am currently implementing a day-parting process to “pause” the client’s PPC campaigns during these low “performance-activity” days specifically for their high click cost keywords. I am able to day-part at the keyword-level through grouping different keyword themes (e.g. high volume, high cost) by campaign (the level in which the day-parting option is set.)
What about your campaigns? Have you analyzed your performance data to see if any opportunities exist to day-part?
In its simple form, day-parting is a good option for companies with specific hours for their call center or sales staff. Another client’s primary call-to-action is a “phone call” therefore we only run the pay-per-click campaigns during hours of operation. Other calls-to-action exist across their website including inquiry forms; however, the client’s sales process is extremely effective as a consultative sale. Therefore, we spend money on pay-per-click when the highest opportunity to close deals is available.
Consider your business model, sales process and market environment. Is there any opportunity to save money and/or maximize return through scheduling when your PPC campaigns are running?