Dayparting – 35% increase in conversion rate and a 46% drop in cost per conversions
Dayparting is the fancy word for when you say you only want your ads shown at certain times of the day or that you want to pay more during some time periods and less during others.
I’ve got a campaign running entirely on google’s content network. I scrapped together a quick chart of conversions and mapped them out by hour of the day.
You can see the the spike in the afternoon and the drop in the early mornings..
All times are MST and 1 = 12am (if you are getting confused by the numbering on the bottom.)
Here is how it was converting at this time. Since this was on the content network I had my bids relatively low. 15 cents per click. These stats are for the 7 days before I did the Dayparting adjustment.
Based on this I adjusted my min bid to 5 cents a click and used Dayparting to increase it up to 15 cents per click for the times when I would get the most bang for my buck.
So for everyday I’ll be bidding 5 cents at low times, 10 cents from 8am to 3pm (plus 10pm to 11pm) and then 15 cents at the premium time (3pm-10pm)
So far pretty boring right?
Now look at the stats for the 7 days after Dayparting.
Do you see it?
Lower Cost, Higher Conversion Rate, Higher CTR, and so on.
Long story short I just made adjustments to show the ads to people who were likely to convert. The only thing that went down were clicks and impressions (which makes total sense since I am now showing the ad to more qualified people) This resulted in a 35% increase in conversions and a 46% drop in cost per conversions, this is a good thing.
How is the quality of the traffic comparing to Google search?
@Shay Amar
For this particular niche it is fine (better then search actually) It is so specific that search really won’t get me what I want. But showing the ads on community sites geared around the niche does very well.
Where in google adsense to i edit by the hours?
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