How To Set Up Ad Scheduling for Google Ads

GR0

Agency

May 14, 2024

5

min read

One of the most effective features of Google Ads is ad scheduling, which allows advertisers to choose specific times and days to run their ads. This customization ensures that campaigns are more aligned with the target audience's online activity, ultimately improving the effectiveness of advertising efforts.

Ad scheduling goes beyond choosing when your ads appear; it's a strategic decision that can significantly impact the performance and cost-efficiency of your campaigns. 

In this article, we’ll explore the nuances of setting up ad scheduling in Google Ads. From understanding the basics to implementing advanced strategies, we'll provide a comprehensive guide to help you maximize your advertising efforts. 

Whether you are new to Google Ads or looking to refine your existing campaigns, this guide will equip you with the knowledge and tools needed to schedule your ads effectively.

What Is Ad Scheduling?

Ad scheduling in Google Ads allows advertisers to specify the days and times their ads are shown to potential customers. This targeted approach is crucial for optimizing ad campaigns to match the online habits of your audience and your business's operational hours. 

With ad scheduling, also known as dayparting, you can choose specific times within a day or specific days within a week to run your advertising campaigns. This functionality is particularly useful for tailoring your ads to appear during the hours when your target audience is most active online or when your business can handle inquiries, like during working hours.

What Are the Benefits of Using Ad Scheduling?

Ad scheduling can have a few main benefits for your overall marketing efforts. Here’s what to know:

1. Cost Efficiency

By concentrating your ad display during periods of high user engagement, you're more likely to use your budget on impressions and clicks that count. This targeted approach helps in reducing wastage of resources during off-peak hours.

2. Improved Targeting

Ad scheduling goes hand-in-hand with enhanced targeting. For instance, if analytics indicate that your audience is most active on weekday evenings, scheduling your ads for these times increases the relevance of your ads, improving engagement.

3. Alignment With Business Hours

For businesses that rely on customer calls or online chats, it makes sense to run ads during hours when staff is available to respond. This ensures that potential customers have a good experience interacting with your business, which can lead to higher conversion rates.

Understanding these benefits is the first step in leveraging ad scheduling to its fullest potential. Soon enough, you’ll be preparing to set up ad scheduling by analyzing your audience and setting clear campaign objectives.

How To Prepare Before Setting Up Ad Scheduling

Before jumping into setting up ad scheduling in Google Ads, it's important to conduct thorough preparation. This involves understanding your audience's behavior, analyzing data for optimal scheduling, and setting clear objectives for your campaigns. Here’s how to get started:

Analyzing Your Audience and Their Online Behavior

Understanding when your audience is online and most likely to engage with your ads is crucial. This requires:

• Data Analysis: Review your Google Analytics data to track when your users are most active on your site. Look for patterns in user engagement by hour and day of the week.

• Customer Surveys: Sometimes, direct feedback from your customers can give insights into when they prefer to engage with your brand online.

Google Ads Industry Benchmarks: Look at industry reports and case studies that may provide data on typical user behavior patterns in your sector.

Identifying Peak Performance Times

Leveraging historical performance data from your past Google Ads campaigns can greatly inform your ad scheduling strategy:

• Campaign Metrics: Analyze performance metrics like click-through rates (CTR), conversion rates, and cost per acquisition (CPA) by time and day. Identify trends and patterns that can guide your scheduling.

• Competitor Analysis: Consider when your competitors are running their ads. There might be untapped opportunities in times they are overlooking, or you might need to compete directly during high-traffic times.

Setting Clear Objectives

Clear objectives guide the ad scheduling process by defining what you aim to achieve. Objectives can vary depending on the business and could include:

• Increasing Website Traffic: Aim to schedule ads during peak online hours of your target audience.

• Boosting Conversions: Schedule ads to coincide with times when previous campaigns showed high conversion rates.

• Enhancing Brand Awareness: Spread out ad display evenly across the week to consistently reach new users.

With a solid understanding of your audience, a review of your historical data, and clear objectives, you're now well-prepared to dive into the technical setup of ad scheduling in Google Ads. In the following section, we will cover the step-by-step process to configure your ad campaigns for optimal timing.

How To Set Up Ad Scheduling in Google Ads

Setting up ad scheduling in Google Ads allows you to strategically show your ads on specific days and times, maximizing their impact. This section provides a detailed, step-by-step guide to help you configure ad scheduling effectively.

Accessing Ad Scheduling in Google Ads

First, you need to access the ad scheduling settings within your Google Ads account:

1. Log into Your Google Ads Account: Start by signing in with your credentials.

2. Choose the Campaign: Navigate to the campaign you wish to modify. Ad scheduling is set at the campaign level, so select the campaign that aligns with your ad scheduling goals.

3. Click on “Ad Schedule”: In the left-hand menu under the "Settings" tab, find and click on “Ad Schedule.” Here, you can view any existing schedules and make new adjustments.

Setting Up Your Ad Schedule

Once you're in the ad scheduling settings:

1. Create a New Schedule: Click on the blue “+ Ad Schedule” button to start creating your schedule.

2. Choose Days and Times: You can choose specific days of the week. For instance, if your analytics indicate higher user activity on weekends, you might select Saturday and Sunday. You can also specify the times of day you want your ads to run. These can be broad (e.g., morning, afternoon) or specific hours (e.g., 9 a.m. to 5 p.m.). Remember to consider time zones based on your audience’s location.

3. Repeat for Multiple Time Periods: If you want to set different times for different days or specific bid adjustments for certain periods, repeat this process to add multiple time slots.

Adjusting Bids for Different Times and Days

Adjusting bids is a crucial part of ad scheduling that can significantly enhance campaign performance:

• Bid Adjustments: In the ad schedule view, you can set bid adjustments for specific days and times. For example, you might increase your bids by 20% during peak hours to improve the visibility of your ads.

• Increase Bids During High Conversion Periods: If certain times have historically shown higher conversion rates, consider bidding more aggressively during these periods.

• Decrease Bids During Low Activity Times: Conversely, if certain hours yield lower engagement or conversions, you might reduce your bids to save your budget for more effective times.

By setting up ad scheduling and making informed bid adjustments, you can ensure that your Google Ads campaigns are not only more cost-efficient but also more effective in reaching potential customers at the right time. 

Get Ahead on Google Ads

Mastering ad scheduling in Google Ads is a powerful way to optimize your advertising efforts and drive better results for your business. By strategically timing your ads to reach your target audience when they're most engaged, you can increase visibility, improve conversion rates, and make more efficient use of your advertising budget.

Whether you're just starting with Google Ads or looking to improve existing campaigns, GR0 can assist with setting up and optimizing your ad campaigns. From keyword research to ad copywriting and bid management, we can ensure that every aspect of your campaign is optimized for success. 

Reach out to GR0 for assistance with your Google Ads campaigns. With our guidance and expertise, you can unlock the full potential of ad scheduling and take your digital advertising efforts to new heights.

Sources:

How Ad Scheduling Can Help Your Google Ads Account | WTM Digital

Why Setting Up An Ad Schedule Is Important In Google Ads | Heavyweight Digital

About ad scheduling | Google Ads Help

Create an ad schedule | Google Ads Help

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