Ad Scheduling

Ad scheduling is a feature in pay-per-click (PPC) advertising that allows advertisers to specify the specific days and times during which their ads will be displayed. This allows advertisers to target their ads to the most relevant audience, increase their chances of conversions, and optimise their ad spend.

How Ad Scheduling Works

In PPC advertising, advertisers bid on keywords that they want their ads to be displayed for. When a user searches for one of these keywords, the ad platform (such as Google Ads) will display the relevant ads to the user. Ad scheduling allows advertisers to specify the specific times and days that they want their ads to be displayed.

For example, if an advertiser is running a campaign for a restaurant, they may want their ads to be displayed during the lunch and dinner hours when people are more likely to be looking for a place to eat. Ad scheduling allows the advertiser to specify that their ads should only be displayed during these times.

Ad Scheduling Options

There are several options available for ad scheduling, including:

• Day-parting: This refers to the practice of scheduling ads to run at specific times of the day. For example, a business might choose to schedule its ads to run during the early morning, lunchtime, and evening to target users at different times of the day.
• Day-of-the-week targeting: This allows businesses to schedule their ads to run on specific days of the week. For example, a business might choose to schedule its ads to run on Mondays and Tuesdays, when users are more likely to be planning their weekly schedules, or on weekends, when users are more likely to be leisurely browsing the internet.
• Geo-targeting: This refers to the practice of targeting ads to specific geographical locations. For example, a business might choose to schedule its ads to run in a specific city or country, or to target users in a specific time zone.

Benefits of Ad Scheduling

There are several benefits to using ad scheduling in PPC advertising:

• Targeting the most relevant audience: By specifying the times and days that their ads will be displayed, advertisers can ensure that their ads are being shown to the most relevant audience. For example, an advertiser selling children’s toys may want to schedule their ads to be displayed during the daytime when children are more likely to be awake and using the internet.
• Optimising ad spend: Ad scheduling allows advertisers to specify the times and days that they want their ads to be displayed, which can help them to optimise their ad spend. For example, if an advertiser knows that their ads are more likely to be clicked on during the evenings, they can schedule their ads to be displayed during those times, which can help them to get more value from their ad spend.
• Increasing chances of conversions: By targeting their ads to the most relevant audience and optimising their ad spend, advertisers can increase their chances of conversions. For example, if an advertiser is running a campaign for a holiday package, they may want to schedule their ads to be displayed during the times when people are more likely to be planning their holidays.

Setting Up Ad Scheduling

Ad scheduling can be set up through the ad platform (such as Google Ads) that the advertiser is using. Advertisers can specify the specific days and times that they want their ads to be displayed, as well as the time zone that they want their ads to be displayed in.

Advertisers can also specify different ad schedules for different ad groups or campaigns. For example, an advertiser may want to have different ad schedules for their different product lines, or they may want to have different ad schedules for their different target audiences.

Best Practices for Ad Scheduling

There are several best practices that businesses can follow when setting up ad scheduling for their campaigns:

• Set clear goals: Before setting up ad scheduling, it’s important to have a clear understanding of your business goals and what you hope to achieve with your advertising efforts. This will help you to determine the best times to schedule your ads and ensure that you are targeting your desired audience.
• Consider your target audience: Think about the demographics and habits of your target audience when setting up ad scheduling. This can help you to identify the times of day or week when they are most likely to be active online and make it more likely that your ads will be shown to users who are interested in your products or services.
• Test different ad scheduling options: Don’t be afraid to experiment with different ad scheduling options to see what works best for your business. This might involve testing different day-parting options, targeting specific days of the week, or targeting different geographical locations.
• Monitor and optimise: Once you have set up ad scheduling for your campaigns, it’s important to regularly monitor and optimise your campaigns to ensure that they are performing at their best. This might involve adjusting your ad scheduling settings, modifying your ad copy, or changing your targeting options.

Frequently Asked Questions

How do I set up ad scheduling in Google Ads?

To set up ad scheduling in Google Ads, follow these steps:

1. Go to the “Campaigns” tab in your Google Ads account.
2. Click on the campaign that you want to set up ad scheduling for.
3. Click on the “Ad scheduling” tab.
4. Click on the “Edit” button.
5. Select the “Set ad schedule” option.
6. Choose the specific days and times that you want your ads to be displayed.
7. Click on the “Save” button to save your changes.

Can I set up ad scheduling for specific locations?

Yes, you can set up ad scheduling for specific locations. In Google Ads, you can specify the locations that you want your ads to be displayed in, as well as the language that you want your ads to be displayed in. This allows you to target your ads to specific locations and language groups.

Can I set up ad scheduling for specific devices?

Yes, you can set up ad scheduling for specific devices. In Google Ads, you can specify the types of devices that you want your ads to be displayed on, such as desktop computers, tablets, or mobile phones. This allows you to target your ads to specific devices and optimise your ad spend.

How often should I review my ad schedules?

It’s a good idea to review your ad schedules on a regular basis to ensure that they are still effective. This can help you to optimise your ad spend and improve the performance of your campaigns. You may want to review your ad schedules every month or every quarter, depending on the volume of traffic that your campaigns are receiving.

Can I set up ad scheduling for specific keywords?

Yes, you can set up ad scheduling for specific keywords. In Google Ads, you can specify the keywords that you want your ads to be displayed for, as well as the specific times and days that you want your ads to be displayed. This allows you to target your ads to specific keywords and optimise your ad spend.

Can I set up ad scheduling for specific ad groups or campaigns?

Yes, you can set up ad scheduling for specific ad groups or campaigns. In Google Ads, you can specify different ad schedules for different ad groups or campaigns. This allows you to target your ads to specific ad groups or campaigns and optimise your ad spend.

How do I know if my ad schedules are effective?

There are several ways to determine if your ad schedules are effective:

• Review the performance data: You can review the performance data for your campaigns to see how your ad schedules are performing. This includes data on clicks, impressions, and conversions.
• Compare the performance of different ad schedules: You can compare the performance of different ad schedules to see which ones are most effective. This can help you to determine the most effective ad schedules for your business.
• Use A/B testing: You can use A/B testing to compare the performance of different ad schedules. This involves setting up two different ad schedules and comparing the results to see which one performs better.

Can I set up ad scheduling for specific ad formats or placements?

Yes, you can set up ad scheduling for specific ad formats or placements. In Google Ads, you can specify the types of ad formats or placements that you want your ads to be displayed on, such as display ads, search ads, or video ads. This allows you to target your ads to specific ad formats or placements and optimise your ad spend.

Is ad scheduling only available for PPC campaigns?

Ad scheduling is typically associated with PPC campaigns, as it allows businesses to control when their ads are shown to users and optimise their ad spend. However, ad scheduling is also available for other types of advertising campaigns, such as social media advertising or display advertising.

Can I schedule ads to run at specific times of the year?

Yes, ad scheduling can also be used to target specific times of the year, such as holiday seasons or other peak shopping periods. This can be especially useful for businesses that offer seasonal products or services, as it allows them to target their ads to users when they are most likely to be interested in their products or services.

Can ad scheduling be automated?

Yes, many advertising platforms offer automated ad scheduling options that allow businesses to set up their ad campaigns to run at specific times of the day or week without the need for manual intervention. This can be especially useful for businesses with limited time or resources to manage their ad campaigns.