| Parting Out Your PPC Campaigns |
|
|
| SEO/SEM | |
| Written by Lyris HQ Staff Writer | |
| Tuesday, 12 February 2008 | |
 Dayparting allows an advertiser to determine an hourly schedule for online ads. If you can determine the hours in which an ad produces better results, you can improve your visibility. It can have benefits for both B2B sites and e-commerce sites. A US-based B2B site owner might limit some ads into European time zones, and then start a higher volume of US campaigns during US business hours.
A site with a shopping cart might boost ad quantity and positions during peak buying times which include lunch hours and evening shoppers. Determine if some times are better than others.
ATOS is most valuable when compared between two or more visitor types. For example, PPC ads with a higher ATOS than the average visitor ATOS are probably performing well. In this example, we'll compare ATOS for each PPC ad across two time periods. A higher ATOS during business hours indicates high quality of visitors during that time. In the example below, visitors that came through PPC ads spent roughly twice the time on site during business hours when compared to visitors who came in after business hours.
When comparing the ATOS for each ad, this business should consider boosting ad visibility during business hours (8 am - 5 pm) for all ad keywords except "steam cleaners" ( In fact, the "steam cleaners" ad seems to be performing poorly when compared to the average visitors time on site, and might be in need of attention). Before making decisions based on ATOS, the advertiser should get a validity check against visitor count, conversion or ROI numbers for each ad. Week Parting
Testing Results
If you don't want to wait, and can handle a possible spike in ad costs, then go ahead and boost ad visibility for the 'on' time to compensate for the 'off' time you set in the ad schedule. If dayparting does its job, you should see an increase in visitor quality with little or no increase in the average cost per visitor.
Today, a click costs the same whether the visitor stays on the site for 30 seconds versus 300 seconds. Dayparting gives us some level of control over the quality of the visitors we bring to the site. As marketers, anything we can to do increase visitor quality without increasing costs is a big win.
  Comments (1)
Why is PPC management important? written by concord, April 4, 2008
Although many customers feel that PPC, being a paid marketing strategy, can be handled easily, the real world scenario is not so. Even PPC advertising campaigns can face stiff competition when it comes to price bidding and it can be quite a challenge to manage a series of ads along with the financial aspect.
report abuse
vote down
vote up
Votes: +0
Write comment
|
|
Subscribe to this comment's feed
| < Prev | Next > |
|---|
