Google’s AdWords created a new feature called AdScheduling to help marketers better target their ads in a cost-effective way.
Marketers can choose what time of day or week they want their ads to run and can shut them off altogether during off-peak times. In addition, marketers can boost their bids for pay-per-click ads at peak times, increasing overall conversion rates and potentially boosting their return on investment.
“Through this new feature within AdWords, marketers can fine-tune and increase their ROI through automation to better tailor their campaigns,” said Jon Diorio, senior product marketing manager for Google’s AdWords.
For example, a retailer can run additional ads at lunchtime since it is peak time for consumer purchases. Or companies that do not conduct business on the weekends can shut their ads off and turn them back on during regular business hours.
This service is free and is available to Google advertisers worldwide.
“I think that the more interesting thing about this is that advertisers can better plan their search marketing campaign in conjunction with the rest of their marketing efforts,” said David Berkowitz, director of strategic planning at New York-based search marketing firm 360i. “Marketers now have the potential to run more sophisticated and integrated campaigns.”