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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.
Low players would be blocked and medium and high ones let through and that would mark the end of the MFAs.
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?
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.
Does anyone see it differently?
Bottom line, if this helps adverstisers convert at a higher percentage, they will want to spend more to make more.
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.
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.