The Power of Day Parting For Google Ads

The Day & Hour Parting Analysis is a foundational analysis to drive better cost efficiency by setting bid adjustments in place to capitalize on the conversion rate and overall conversions during a particular time of day and week.

Similar to CPA analysis this can be analyzed at many different levels. We recommend capturing the analysis on at least a 3-6-month time horizon.

If you have access to traffic performance outside of paid search i.e. Google Analytics, we encourage to pull conversion rate data for all traffic as the analysis will become more accurate with the inclusion of more data.  

Not all days and hours perform equally, and search intent can change drastically based on a multitude of factors we encourage to keep a close eye of this strategy as seasonality and competitive factors may influence this performance over time.

Example showing CVR by hour on an YTD horizon:

Now what do we do with this data?

Google Ads provides many options for adjusting bid modifiers across an ad account. Those include device bid adjustments, location, interactions (call adjustments) etc.

The bid adjustment we want to use for day parting includes ad scheduling.

Understanding Ad Scheduling Bid Modifiers

Use the ad scheduling bid adjustments to increase or decrease your bids for campaigns that show only on certain days or during certain hours. To do this, you’ll first need to set up a custom ad schedule.

Where you can use them

• Campaigns

Range

-90% to +900%

Instructions

1. In your Google Ads account, click the Campaigns icon.

2. Click the Audiences, keywords, and content drop down in the section menu.

3. Click Ad Schedule.

4. Edit your bid adjustment in 2 ways:

   • To edit the bid adjustment of a single campaign, hover over the bid adjustment value under the “Bid adj.” column. Then, click the pencil icon.

   • To edit the bid adjustment of multiple campaigns, check the box of the campaigns you want to edit. Then, click Edit and select Change bid adjustments.

5. From the drop-down, select Increase or Decrease. Then, enter a value for the percentage of the bid adjustment.

6. If you’re editing the bid adjustment of a single campaign, click Save. If you’re editing the bid adjustment of multiple campaigns, click Apply.

Next Steps

Day parting is considered a “production task” for Google Ads. That being said, auction dynamics change drastically month to month as does consumer intent. So to ensure you have up-to-date bidding and performance, make sure you conduct this analysis and update each month.

Interested in a FREE Google Ads Audit? Schedule yours today