8am Advert 1, 4pm Advert 2 - What!?
Time based placement, or the act of targeting your advertisements (banners, text ads etc.) to audiences at certain times of the day, can be quite the task to develop and evaluate correctly. Conversion values can range from 5% to 25% or more for a single ecommerce site reports Adwords Management firm Loveclients. Being able to measure and act on the daily, or even hourly differences in data is essential and requires careful analysis and execution. Luckily, I’m about to give you some tips to help you and your small business get day-parting done right.
Focus on Quality
Just because you obtain an increase in ctr at a certain time of the day or week, is doesn’t mean your conversion rates (sales per click ratio,) are going to go up too. Besides, it is all about conversions, no?. You may track 50 clicks every 30 seconds between 9:00 a.m. and Noon, but does it generate an ROI? Focusing on your best conversion periods is what counts.
Analyze Your Non-Brand PPC Traffic
Making sure that you are tracking your ppc trends is very important. Brand, Direct load and non-brand (competitive) pay-per-clicks behave very differently. You should be dividing your competitive pay-per-clicks and analyzing them separately. Your job should focus mostly on analyzing the PPC that your software program controls – basically your direct and brand Paid Search. Also, avoid the common mistake of forgettng the effect of time zones when looking at what day or time a click came in.
Keep up to date
You should use relevant and new information, but you also want enough time to gather a sufficient sample. Six to Twelve weeks worth of data is generally adeqoute depending on your site. Be sure to exclude things like holidays and special sale events since those numbers can effect your regular data. Also, be sure that every time-bucket has at least 100 click-to-sale conversions. Any less is too small of a sample to read.
Mix and Match
With out having to analyze every piece of data or a full one years worth at once, you can consolidate a day, part of a day, or week. For instance, you can group all the hourly slots in a day into four groups of eight buckets. This would also help to consolidate sparse data from those hours of the day or night when you don’t get as many conversions.
Day-parting isn’t always a priority for SEO/M managers, and it shouldn’t be. But the steps we refer to can certainly help you make better decisions regarding where you advertise on the web, which data to use and remove, and how you should arrange your time in data analysis.