Pay Per Click September 9th, 2020
Marketing can be expensive. With plenty of competitors after the same customers that you are trying to target, everyone is bidding right up to the edge of what they can spend while still turning a profit. If you aren’t careful, the battle for clicks can leave you in a place where you longer see a positive return on your investment.
With that in mind, it’s crucial to closely monitor your ad spend and find any opportunity possible to become more efficient. Service Direct recently did an analysis and discovered an opportunity to fine-tune ad campaigns.
In the digital marketing world, it’s easy to fall into the trap of thinking that all clicks are the same. After all, as long as you are placing your product or service in front of potential customers, sales will follow – right?
Unfortunately, in the real world, it’s not that easy. Some clicks are far more valuable than others, and attracting the best clicks for the lowest price is ultimately the name of this game. As recent research has uncovered, the time of day plays a powerful role in your clicks’ value. If your current ads are running with the same bids 24 hours a day, it might be time to take a closer look at using a dayparting strategy.
Even if you aren’t familiar with the term, the concept behind dayparting is rather simple. The idea here is to segment your ad campaign based on time of day to optimize your results. It turns out that ads can’t be expected to perform at the same level around the clock, so you need to fine-tune your whole approach to reduce wasted spend.
The points below summarize what was found after reviewing data on around $1.8M in ad spend.
These results don’t leave much to the imagination. Simply put, clicks that came in during business hours fared much better from a return on investment standpoint. There were still customers to be found after-hours, but they cost far more to acquire. The poor overall performance of after-hours ads means making significant changes to the way campaigns were designed and run.
Given the dramatic difference in return on investment between daytime ads and overnight ads, it’s obvious that some improvements could be made from a campaign management perspective. There are three possibilities:
Your ad campaigns are never perfect. Even if you have spent countless hours optimizing the way they run, there is always room to get better. This research is a perfect example of how even a profitable Google Ad campaign can be tightened up to perform at a higher level and result in a better ROI. Whether it relates to dayparting or any other kind of optimizing strategy, never make the mistake of resting on your laurels when it comes to digital marketing. With persistent testing and an open mind, great things are possible.