Mirago's new "day-parting" PPC service

[engine]

Mirago has added a new feature to its PPC service where advertisers can select the best time of day/weekend to deliver their ads.

[mirago.com...]

I can see how that would be useful for time-critical projects and to allow advertisers to deliver ads, for example, only in the evening to catch the home traffic, or daytime only for business traffic.

[max_rk]

Good thinking from mirago, as usual.

[DerekJPreston]

Thanks for the compliment.

At least some of our ideas come from listening to people at events such as the Webmaster World PubConferences and the Search Engine Strategies Conferences.

I'll be in Chicago next week so further suggestions will be welcome as usual.

Cheers,

Derek

[nakulgoyal]

I think that would be good for some real products. That would decrease the advertising spendings and still increase the ROI to a nice level. Some products will benefit a lot.

Together with the country selection for serving ads, this could be a nice selection. :-)

[JoeyJoeJoe]

Derek do you get much use of this facility from your advertisers? I am not convinced that this is a massive new facility, but I suppose that it is useful for certain kinds of advertisers. Good to see that there is still development work going on though.

[exmoorbeast]

I spoke to Google about this same service and this is something that they do not plan to roll out on Adwords. It's a shame because it is a really useful tool because for us because it means that we can advertise exactly when people are making the purchases and bid more for the search phrase at that particular point in time so we are above the fold.

Mirago are a really cool company, really friendly people who work there and their Henry Bot is a cracker. Shame I don't know exactly how it works!

edited typos

[TinkyWinky]

This type of advertiser facility may only suit some but I think will catch on for people that want to target specific user groups at specific times.

I wish some of the others would follow suit - the facility cannot be that difficult to set up

Another good ideas - pause feature for your whole account - also accessible via text in case server goes down when you're abroad....

[nakulgoyal]

Probably, sometime later Google realises this and introduces this or they have something else really great planned out not being disclosed public or something.

Let's see when they roll out the balls.

[jnoye]

Derek,

I will also be at the SES in Chicago. Are you a sponsor at this conference? I hope I get the chance to meet you.

Jodi

[Receptional]

Bravo Mirago.

[DerekJPreston]

Dayparting will appeal to some advertisers more than others. Likewise our recent release of source exclusion which allows advertisers to select the partners from whom they receive traffic.

For both of these technologies, it's still too early to tell the proportion of uptake. Certainly I know of a number of PPC advertisers who've implemented either one or both of these.

There's bound to be a period of analysis to determine how best to use these capabilities. Source exclusion, for example, requires an advertiser to log the clicks from Mirago and track the conversion rates for each partner.

Some of the tracking tools are already able to handle this kind of analysis. Others however may need enhancement. I shall be talking next week to some of those companies to discuss ways to enhance their analysis of PPC traffic.

Jodi, as I said in my direct email, I'll endeavour to meet you next week.

TinkyWinky, thanks for the suggestion. We'll give it some thought.

To all, thanks for the positive comments. We've had pretty much universal applause for these features. There are more to come in the near future. Watch this space...

Derek

[danieljean]

Hi, I just found this thread and wanted to chime in and applaud you for rolling out such a nice feature.

I'm considering having a live sales rep on some of my clients sites to improve conversion- naturally, being able to get customers to visit these sites during normal business hours is a very good thing.