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AdWords to Receive New Feature: Ad Scheduling

     
12:56 pm on Jun 3, 2006 (gmt 0)

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WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

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Ad Scheduling is Google's word for 'Day Parting'.

This is a feature where one can list the time of day and days of the week they wish their ads to run. Google will automatically start and stop the ads based upon advertiser settings.

In addition, one will be able to change Max CPCs based upon time considerations.

This feature will be released in June.

This feature is tied to the Time Zone Settings [webmasterworld.com] of an account.

How businesses are expected to use the feature:

Small Businesses: Set their ads to run during normal business hours. This will ensure that their phone doesn't ring at hours when they aren't in the office.

Sophisticated advertisers: Measure ROI based upon Time of day and day of the week. Then ads can be paused or CPCs changed based upon ROI considerations.

It's a very welcome release from Google, and should allow many a new level of control.

The 'coolness feature wish list'.

Not sure how many would ever use this, but it would definitely be one of those 'wow' offerings.

Allow a small business to tie their Google Calendar to their AdWords account. A SME could then set their appointments in the calendar, and as their time became too busy to answer the phone (think massage therapist who only has one table, a plumber who is out of the office on a call, etc) their ads would be automatically paused by the ad serving system.

1:05 pm on June 3, 2006 (gmt 0)

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The long term effects of this feature will be huge. It will be a major boon to some businesses that are time senstive. I was just talking with a friend last weekend who was lamenting the fact that Google couldn't provide day parting. I am sure there are those that won't get it, but day parting will be the difference between some business going under and others crushing their competition. The ability to target campaigns based on when their customers are at the keyboard and when they are in a buy cycle is huge.
1:48 pm on June 3, 2006 (gmt 0)

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Good news to hear - this has been speculated for a while. I'm loving the idea of the three PPC players moving things forward for the industry by bringing out new features to try and compete with each other. Competition is good for the consumer.
1:50 pm on June 3, 2006 (gmt 0)

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This won't improve the sundays for Adsense publishers.
1:53 pm on June 3, 2006 (gmt 0)

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MFA's will love Sunday's
2:10 pm on June 3, 2006 (gmt 0)

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Good news. Thanks to Google for this.

We complain about AdWords a lot on this forum, but they do appear to be trying new things which can benefit advertisers.

3:02 pm on June 3, 2006 (gmt 0)

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Niceee :)
5:05 pm on June 3, 2006 (gmt 0)

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There are industries who weekends are their busiest, so not all adsense publishers will be dreading sundays :)
5:21 pm on June 3, 2006 (gmt 0)

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I guess I better stop charging clients for that API tool now.
11:25 pm on June 3, 2006 (gmt 0)

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When and where is this to be implemented?
12:31 am on June 4, 2006 (gmt 0)

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Now the publishers need to see the CPC & CPM rates in the preview tool and everything will be fair.
1:52 am on June 4, 2006 (gmt 0)

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^ How would that be "fair"? Even advertisers don't know the CPCs until after they have been charged for the clicks.
6:55 am on June 4, 2006 (gmt 0)

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If it was real time we would at least get the chance to accept or reject them (filter list) on the price that was offered for the space at that moment.

Low players would be blocked and medium and high ones let through and that would mark the end of the MFAs.

Case study:

My page CPM went down I have 5 ads in the ad block, I see two that I see regular and three that are unknown. I must try and find the offender and weed him out so I look at the remaining web sites anf find nothing objectionable. Now I am down to the ball and cup method, block one and see if the CPM goes back up. I am forced to keep doing this until I find the lowballer scum who dosen't want to pay "Fair Market Value" for my ad space. Finally after keeping notes and blocking one each day at a time I find them and put him in the filter permanently.

THIS IS VERY TIME INTENSIVE! But protects my bottom line. Why do I have to do this?

8:59 am on June 4, 2006 (gmt 0)

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First major copy of MSN adCenter functionality?
11:11 am on June 4, 2006 (gmt 0)

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Good stuff. Should help reduce click fraud. A fair portion of suspicious clicks take place in the wee hours of the morning when all our targer market is asleep.
12:56 pm on June 4, 2006 (gmt 0)

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We have been looking forward to having this feature on adwords for a long time. Thanks g.
1:27 pm on June 4, 2006 (gmt 0)

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That is very good news! Waiting so see what it will look like.
2:18 pm on June 4, 2006 (gmt 0)

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Happy news indeed! 18 months ago two reps from the Googleplex called on me to ask if I was happy with Adwords. I complained bitterly that my #1 top performing keyword had just been shut down due to insufficient CTR, even though stats showed 2,2% click-through. They explained that the CTR requirement has to be met every 1000 impressions.

This particular kwd (the name of a country)is searched about 1000 times every hour, so the CTR minimum has to be met 24 times a day. The ad was travel related and it is clear that it would not generate much traffic in time zones on the other side of the planet, 10-14 hours away. We agreed that both parties were loosing money and they made copious notes.

So as Brett points out above - for some businesses, this will be a real bone. If my tearfilled litany has anything to do with it, I am really proud.

2:23 pm on June 4, 2006 (gmt 0)

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wow......finally i am seeing atleast one of the request to adwords advisor resulting in implementation. thanks google, thanks adwords advisor, now i can utilise all my budget as per my local time and not PST :-)
8:13 pm on June 4, 2006 (gmt 0)

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This is great news Google and thanks for seeing it through AdwordsAdvisor! Now the only feature we need is the search network exclusion filter to work like the content exclusion filter. Thanks so much for implementing this! Hope to see it the next time I login to my adwords accounts.
2:09 am on June 5, 2006 (gmt 0)

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Good stuff..I'm liking that feature in MSN's Adcenter. Whatcha got now, Google?
7:55 am on June 5, 2006 (gmt 0)

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Great news! I can't wait to give this a try.

Tying ad timing to the Google calendar is very interesting and could be very useful.

7:59 am on June 5, 2006 (gmt 0)

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GREAT NEWS! We all shoukd use it effectively in our business
11:04 am on June 5, 2006 (gmt 0)

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Do you think that this feature will result in Google making more money off its search inventory, less, or the same? I suspect that it will lower the amount of night-time click fraud and therefore ROI-focused advertisers will be able to afford higher CPC's on the remaining traffic, but that overall the net effect will be zero change in revenues to them or advertiser spend.

Does anyone see it differently?

-Shorebreak

12:02 pm on June 5, 2006 (gmt 0)

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I think folks will spend the same amount or more now that they have more control. I often wished I could pick the times to run my ads since I knew most folks wouldn't use my service during the work day, etc. So now I can focus my ad dollars just in the late afternoon/evening time frame (and weekends!).

Bottom line, if this helps adverstisers convert at a higher percentage, they will want to spend more to make more.

12:09 pm on June 5, 2006 (gmt 0)

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But doesn't this change mean that advertisers will *stop* spending money they were previously spending on times of day that didn't convert?

I do understand how they would spend more per click on the times of day that do convert, but it just seems that this should be a net zero change to Google.

Thoughts?

1:43 pm on June 5, 2006 (gmt 0)

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I work in the UK and I like Pacific time because my "day" starts at 8am here when it is midnight in Seattle-so the start of my day coincides with when I want my ads to appear.

So -should I change my time zone and then find that my ad campaign starts at midnight-I often use up my daily budget so my ad currently stops during the night and restarts when I need it to.

3:38 pm on June 5, 2006 (gmt 0)

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Hi,

I will be prepared to spend *more* than otherwise if I can arrange to spend it at times when my servers are under-used to make better use of existing machines and bandwidth out-of-peak-time and avoid further loading those machines in peak time.

Rgds

Damon

4:38 pm on June 5, 2006 (gmt 0)

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I'm in the UK as well, and after deliberating, decided to move to UK time on Adwords.

Does anyone know if Adsense is also going to move to local time? otherwise my reporting for the two will be out of sync.......

5:08 pm on June 5, 2006 (gmt 0)

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sorry I should have put a? in my lost posting-I am really looking for reasons to change from Pacific time to British Summer Time-can anyone give me any reason why I should do this?
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