Google Ads Timing is Everything
Setting up a Google Ads Pay Per Click (PPC) campaign can be daunting, especially with all the jargon and multiple settings to navigate. One key area that is often overlooked, even by those who are experienced (you would be surprised how many PPC campaigns we take over from other professionals only to find this key aspect has been ignored), is ad scheduling—the specific times and days your ads are displayed.
While much attention is given to targeting the right audience, crafting compelling ad copy and creating high-quality landing pages, the timing of your ads is just as crucial to a successful campaign.
Why Timing Matters in Google Ads
By default, Google Ads schedules your campaigns to display 24/7. That means your ads can appear at any time of day or night, regardless of when your target audience is most active or ready to convert.
This approach might work for some businesses, but it’s far from optimal for most. Here’s why:
- Better Budget Management: Running ads all day may lead to wasted spend during low-conversion periods.
- Improved Response Times: If you rely on immediate action (e.g., responding to enquiries during office hours), running ads when you’re unavailable may lead to missed opportunities.
- Maximising Conversions: Analysing campaign data might reveal that certain times or days are more likely to result in actual sales or conversions, not just clicks.
- Avoiding Irrelevant Traffic: Late-night ads, for example, can lead to “drunk clicks” or disengaged users who are unlikely to convert.
By creating a custom Ad Schedule, you can tailor your campaign to align with your audience’s behaviour and your business’s operational needs.
How to Set Your Ad Schedule
Once you’ve determined the best times and days for your ads, follow these steps to set up a customised schedule in Google Ads:
- Log In
Access your Google Ads account and navigate to the “Campaigns” tab at the top. - Select Your Campaign
Under “All Campaigns,” choose the campaign you want to schedule. - Go to Settings
Click the “Settings” tab, then select “Ad Schedule.” - Create or Edit Schedule
- If you’re setting up timings for the first time, click “+ Create Custom Schedule.”
- If you’ve created a schedule before, you’ll see the option “+ Ad Schedule.”
- Customise Days and Times
Here, you can specify the exact days and time slots you want your ads to run. - Save Changes
Once you’ve finalised your schedule, don’t forget to click “Save.”
Tips for Monitoring and Refining Your Ad Schedule
- Measure Success Beyond Clicks: Use metrics like conversions, sales or completed forms rather than just the click-through rate (CTR) to evaluate the performance of your ads during specific times.
- Adjust Regularly: Customer behaviour can change over time. Regularly review your ad performance to ensure your schedule remains aligned with when your audience is most active.
- Test and Learn: Experiment with different time slots to determine the most effective schedule for your business.
- Analyse Geographic Trends: If your campaign targets multiple time zones, consider creating separate schedules to account for regional differences in user activity.
Why Scheduling is Worth the Effort
Optimising your ad schedule helps you maximise your budget, improve user engagement and ensure you’re reaching your audience when they’re most likely to take action.
As part of a holistic PPC strategy, scheduling can be the difference between a mediocre campaign and one that drives real, measurable results.
If you need assistance managing, refining or analysing your Google Ads campaigns, give us a call at 01604 654545 or email us at hello@thelasthurdle.co.uk. Let us help you make every click count!
