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Yahoo Search Marketing Pay Per Click Advertising Forum

    
PPC Bidding only at best times/days
jsinger




msg:805295
 8:07 pm on Jan 24, 2003 (gmt 0)

Say you sell tennis equipment and only ship within the U.S. Your site is loaded with tennis info valuable to players around the world, but you don't want to pay per click for surfers from outside the U.S. Most of your orders come in the (U.S.) evening hours and near the weekend (Monday is deader than Friday, I'd think)

It would seem you could maximize ROI by just paying top dollars for a few hours in the evening and on the best days of the week. (it goes without saying that bidding aggressively in the Spring would be smart)

Has anyone attempted such a bidding plan? Is there software that will help accomplish this?

 

TrffcSndrs




msg:805296
 10:31 pm on Jan 24, 2003 (gmt 0)

...It would seem you could maximize ROI by just paying top dollar for a few hours in the evening and on the best days of the week.

You could maximize ROI by limiting times and dates in certain situations. Regardless of the time a qualified click is still usually a prospective buyer. So your ROI could be affected by other factors that relate to time and date.

For example take a mid to large size company. If you determine that it is more cost effective to limit orders to high volume time and limit hours for staff to those hours you might be able to increase your overall ROI through minimizing your overhead.

The problem is most of the time this would be done manually (which would be very time consuming), but there might be a management service/program that has this capability. But I don't know of one.

...you don't want to pay per click for surfers from outside the U.S. Most of your orders come in the (U.S.) evening hours and near the weekend

Limiting times won't effectively help filter out traffic from outside the U.S. I would think evening hours would have more Asia and Europe traffic. The only effective method for limiting country traffic is if the PPC provider offers that as an option.

Mike_Mackin




msg:805297
 10:41 pm on Jan 24, 2003 (gmt 0)

>there might be a management service/program that has this capability. But I don't know of one.

redzone has discussed this in a thread here.

I know of a site [person that I met @ pubcon2] that does this.

pageoneresults




msg:805298
 10:42 pm on Jan 24, 2003 (gmt 0)

Do a search here or in Google for ppc bid management software. If you choose to purchase one, verify that they are an approved third party tool for that PPC engine.

I've done some research in this area and have been able to effectively trim out the fat in my clients PPC campaigns. I'll use Overture as an example...

Overture allows 24 automatic bid updates in any given 24 hour period. Since my clients are US based and cover from East to West, I have different time zones to factor into the bidding equation.

Everything I do in PPC is automated. I'll never, ever, ever try to manage a PPC campaign manually, ever! Did I forget to mention that I would never manage a PPC campaign manually? ;)

To make the most of the automation, I've narrowed down my clients prime selling hours based on statistical data. I then set all my parameters in the bid management program for each keyword phrase.

For my West Coast clients who are regionally specific, I typically configure everything based on the time frame of 0600 to 1900 PST (Pacific Standard Time). During that time frame, I make the most of my 24 automated bid updates. I usually spread 18-20 through the prime selling hours and then the balance of them during non selling hours.

For my East Coast clients, I adjust the time frames to coincide with their time zone.

I also do quite a bit of Gap Surfing and have pretty much mastered it! I can tell which of my clients competitors are using bid management software and those who are not.

Gap Surfing takes advantage of gaps in the bids. It's a fairly complex issue but once you grasp the concept, you can really focus in on your ROI and manage bids more effectively.

Anyone who is doing PPC should be using a Bid Management Program. If they are not, then they are not managing the campaign correctly and missing out on a wealth of automated opportunities. ;)

hurlimann




msg:805299
 11:35 pm on Jan 24, 2003 (gmt 0)

R u not out of date pageone.

Overture now allow 48 auto bid updates per 24 hours and unlimited manual updates.

pageoneresults




msg:805300
 12:04 am on Jan 25, 2003 (gmt 0)

R u not out of date pageone.

Hmmm, based on your comment, I must be in some respect. When did it change to 48 automatic updates per day?

Well aware of the unlimited manual updates. I just want to set it and forget it if I can. Well, I don't forget it as I'll check them daily just to see what type of activity is transpiring.

P.S. hurlimann, I just checked all my documentation and based on what I'm finding, the limit is still 24 per day via the third party tool that I utilize.

[edited by: pageoneresults at 12:29 am (utc) on Jan. 25, 2003]

hurlimann




msg:805301
 12:26 am on Jan 25, 2003 (gmt 0)

A while ago.

hurlimann




msg:805302
 2:28 pm on Jan 25, 2003 (gmt 0)

My apologies page one. Actual changes are limited to 24 and and queries/reviews to 48.

pageoneresults




msg:805303
 6:09 pm on Jan 25, 2003 (gmt 0)

Actual changes are limited to 24 and and queries/reviews to 48.

Thanks hurlimann, I must have spent a good hour traversing through a group of ppc sites that I visit regularly looking for updated information on the number of queries during a given 24 hour period.

snook




msg:805304
 11:12 am on Jan 31, 2003 (gmt 0)

pageoneresults, what Bid Management Program do you use?

Thanks

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