How can you segment your SEM campaigns by time of day?

2 How to segment by time of day in Google Ads?

Google Ads lets you segment your SEM campaigns by time of day using ad schedules. Ad schedules allow you to specify the days and hours when you want your ads to show, and adjust your bids accordingly. To create an ad schedule, you need to go to your campaign settings, select "Ad schedule" from the left menu, and click on the blue plus button. You can then choose the days and hours you want to add, and set a bid adjustment percentage. You can also use the "Recommendations" tab to see Google's suggestions for your ad schedule based on your historical performance.

3 How to segment by time of day in Microsoft Advertising?

Microsoft Advertising also lets you segment your SEM campaigns by time of day using ad scheduling. Ad scheduling works similarly to Google Ads, but with some differences. To create an ad schedule, you need to go to your campaign settings, select "Ad schedule and rotation" from the left menu, and click on the blue plus button. You can then choose the days and hours you want to add, and set a bid adjustment percentage. However, unlike Google Ads, Microsoft Advertising uses the time zone of the location you are targeting, not the time zone of your account. You also have the option to rotate your ads evenly or optimize them for clicks or conversions.

4 How to measure the impact of segmenting by time of day?

Segmenting by time of day can have a significant impact on your SEM campaign performance, but you need to measure it to make sure you are achieving your goals. To measure the impact of segmenting by time of day, you need to use the "Time" segment in your reporting tools. The "Time" segment allows you to break down your data by hour, day, week, month, quarter, or year. You can then compare the metrics such as impressions, clicks, conversions, cost, and return on ad spend (ROAS) across different time segments. You can also use the "Dimensions" tab to see more details about your time segments, such as device type, network, or location.

5 How to optimize your segmenting by time of day strategy?

Segmenting by time of day is not a one-time task, but an ongoing process that requires testing and optimization. To optimize your segmenting by time of day strategy, you need to monitor your results, identify opportunities, and make adjustments. For example, you might want to experiment with different bid adjustments, ad copies, or landing page offers for different time segments, and see which ones generate the best outcomes. You might also want to review your ad schedule regularly, and add or remove time segments based on your performance and market trends.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?