Google Ads for Ecommerce: Scheduling
Finally, in our series featuring Google Ads, we are ready to focus on one of the final stages of e-commerce: scheduling. If you have ever been to a major airport and seen the busy schedules, usually inside the terminal, you have a good reference for ad scheduling. Flight information display systems are one of the most essential features of your preflight preparation. The same is true for your Google Ads dashboard. At once, it may appear intimidating. Codes, abbreviations, and other variables update in real time, but you may miss your flight if you don’t decipher them correctly. Of course, you didn’t miss your flight; I hope not! The stakes are similar with Google Ads; scheduling and understanding your bids is mission critical.
Ecommerce Ad Scheduling and Bids
One of the most attractive characteristics of online business is the open, 24/7 attitude. For those in the content business, demand generation is automated and requires no maintenance. Your e-commerce shop directs visitors to eBay for sales or Amazon using affiliate links. Others may use online shops to augment a brick-and-mortar store. However, there are many of us who might refer to the calendar as a central marketing reference point. While significant holidays are certainly the exception to the norm, your target audience may have scheduling considerations. In the vernacular of online advertising, especially PPC (pay-per-click) ads, Dayparting is one of the most important concepts.
What does Dayparting do for Google Ads?
In the simplest terms, dayparting means that you can more effectively target audiences for specific times of day or specific days of the week. For example, my digital marketing activities in the Eastern Time Zone cease at 10 p.m. That being the case, I limit my bid activity. For B2B models, one might limit bid activity and schedule it only Monday through Friday. Let’s take it one step further and consider the marketing pro with a PPC activity history. He or she might look at peak hours and increase bid amounts to be more competitive when more profits are attainable. Yes, this, too is part of scheduling and critical to good campaign management and media buying. Good luck out there!