Hoping to optimize a Google Ads account, we are all faced with the same question: "What's next?" There are unlimited different tests and ways you can optimize your account to improve the performance of your desired KPIs.

One of the changes I'm testing out right now is adjusting ad schedules in Google Ads. First of all, of course, you want to check how different your peak hours are on your account.

Decide which bid changes are required

For a brand, our goal was to get more sales from certain campaigns that had underperformed in the past few months. I've been pulling sales data for every hour for the past 3 months and have seen significant performance peaks and troughs during that time.

After going through the data and speaking with the client, we were given permission to test this in the following times.

  • 2-5 a.m.
  • 8 a.m. – 9 a.m.
  • 6.00 p.m. – 9.00 p.m.
  • 10 p.m. – 12 p.m.
  • Saturday Sunday

We'll keep the other times going with no additional bid changes as they're our kind of middle time frame.

Set up your bid changes

Step 1

Select your campaign that you will be implementing the bid adjustments for, then click the Ad Schedule tab on the left. If no bid adjustments have been made, it should look like the image below.

step 2

Once you've planned your timeframes, click the "Edit Ad Schedule" button and enter the appropriate times. Note that Google recently updated the settings. You can have a maximum of 6 periods in one day. Before you save your new ad schedule, it should look like the image below. Click on "Save".

Time of day settings with adjustments

step 3

Once you've saved this, create your report plan for your test. How I want to measure this test is to look at the results week after week and report on the metrics you want. After 1-2 months, we compile the results and decide whether it is worth continuing with the time of day bid strategy.

For this report below, our goal is to make our spending more effective. Therefore, in this test, we focused on sales, costs and ROAS as KPIs. Here we look at the last four weeks in the four weeks leading up to the test. What we found was a campaign that did very well with the time of day in every single metric. There is one caveat to be noted; This test ran over the holidays. Because of this, we decided to continue testing for another month before completing it and making a final decision.

Results of the time of day test

I've found that time of day bid modifiers are a great place to start testing on a Google Ads account, and they can greatly improve the overall performance of the account. Obviously, this is just one possible test. You should consider what brand / company you are managing and how important the time of day is to the KPIs you set.


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