Most affiliates that have been running any type of profitable campaign know that there are certain hours when customers will convert better than other hours.
The question is what can you do about this phenomenon to help increase your ROI (return on investment)? The answer is actually quite simple and easy, Dayparting!
First lets start off with the basics…
What is Dayparting?
Dayparting is a tool that is currently available in Google Adwords, as well as Yahoo Search Marketing and Microsoft Adcenter, that allows you to set bids automatically depending on the day of the week, hour of the day, or both!
A definition of dayparting would be something like:
“Dayparting, the practice of adjusting pay-per-click campaigns based on time of day or day of the week.”
How does dayparting work?
Dayparting is currently available in all of the major search engines PPC program. In Google, dayparting is actually referred to as Ad Scheduling.
To make this alot easy let me give you a few examples of what you can have dayparting do for you and your search campaigns.
Let’s say that you are running an affiliate offer for Payday Loans. Now, we have found out by tracking that between the hours of 1:00 A.M. to 6:00 A.M. we don’t get any conversions at all.
We can now go into Google Adwords and go into our campaign and click on edit campaign, now look for ad scheduling and turn it on and we can now go in and completely turn off our payday loans campaign during those hours. So from now on between the hours of 1:00 A.M. and 6:00 A.M. our campaign will automatically pause and then resume once it hits 6:01 A.M.
Lets say that we notice instead though that between the hours of 1:00 A.M. and 6:00 A.M. we are still getting conversions only not as many and we have a lower ecpc because of a lower conversion rate during those hours. What we can do is go inside of Google Adwords and the ad scheduling and instead of pausing our campaign during those hours, we can instead just lower the bids by 20% across the board and then they will automatically go back up after 6:00 A.M.
So by now you should be seeing the picture and understand why dayparting can significantly increase your ROI, because not only can you lower your bids during certain times, but you can also raise them during certain times. If you notice between the hours of 4:00 P.M. and 6:00 P.M. your conversions really pick up, you can then raise your bid 20% across the board during those times.
Again, the great thing about this is its all automatic. Once you set it up, you never have to worry about it again, it will continue to do it everyday as long as you have it on!