Forum Moderators: martinibuster
Anyone else notice this? Why is it?
Why do advertisors turn off ads later in the day?
Advertisers turn off their ads in the afternoon or at night.
Search the WebmasterWorld archives and you will find this has been a discussion point for a long time.
This is a generally accepted US concept by specific companies...i.e. the rest of the world does not exist and we do not care about it!
I am NOT being anti-US stating this, it is a fact that many US companies do not want to do business outside of their stated hours. They are simply not interested in doing business with anyone else other than the US or Canada.
That is their perogative, if they can survive on it, fine. I also take a similar attitude to enquires from countries which, no matter what I do, I shall never be able to supply because "something" is always not quite right.
At times in business it is better to admit not being able to understand and admit to being incapable of supplying the consumer's requirements rather than trying to be the one who had no concept of the demand to begin with.
Believe it or not, and I never ever envisaged such a day would happen, I reject more potential business orders than I accept simply because they would be too much hassle.
And what has anybody learnt through what I have just written?
That the vast majority of business is still being conducted by people with knowledge and experience and not by the lowest price!
The Net's been a wondeful tool for trades worldwide to prove their intrinsic values and just how much the Net cannot yet provide an emergency-on-demand-service-of-any-type.
Oooooooops...went off-thread there a bit!
As higher bidders start to drop out due to budget being met, so the amount paid for ads still displaying ALSO drops.
I don't look at CPC, I look at eCPM, which follows the same trend (this may not be the case on low traffic sites).
I see this every single day. For example, it's now a few bucks into the new day (January 18). Obviously the numbers are low, but in usual fashion my CTR is half again as high as yesterday and my EPC is almost TRIPLE what it was yesterday. It'll all be back pretty close to the mean by the closing of the day.
This is neither good nor bad; it's just the way things are. Intraday results shouldn't be relied upon too heavily.
in the evening, a higher percentage of my visitors are from the east (china, india) and is suspect that the clicks are worth less from there. i suppose that a click in china is smartpriced to a lower amount than a click in the u.s. simply because the conversion rates are lower.
so, as internet traffic moves from the west to the east during the day, click values decline. the reverse might be true, if you have a site that caters to different countries. for example, a site that targets thailand, probably gets better CPM at night, google time.
about budgets... adwords budgets are set for monthly periods, but not daily ones. i dont think that google shows ads starting at midnight and continues to display them until the quota runs dry. i would hope that most advertisers have positive ROI and have set their budgets well above the predicted amount.
many US companies do not want to do business outside of their stated hours
In theory, Google spreads the budget throughout the day so 'running out of budget' shouldn't happen. From our experience with Adwords, however, it does.
Our site has different topics that are of business or personal interest. The former attract higher rates and tend to feature more during business hours; the latter have lower rates and feature more in the evening.
On top of that one needs to overlay the different business/evening timezones and the different geographical zones. 'Late in the day' Google time is the Californian evening, high volume and low rates, and Australian business time zones, where volume is low even if rates might be higher because its business. Hence a low average. 'Early in the day' Google time is UK business, and as Australian evening traffic drops out, eastern US/Canada business starts to kick in. Hence by the time Google are having their breakfast EPC is reaching a peak.
Other countries are in the equation, but the volumes are much smaller. It is primarily the UK/US business patterns that affect our rates, such that the EPC in the first 8 hours of the Google day is 3 or 4 times the last 8 hours.
The European market is bigger than the USA, about 750 million as opposed to the USA 300 million.
Google doesn't give a breakdown of where AdSense clicks are coming from, but I can vouch for the importance of Europe (and other regions) as markets for U.S.-based Web sites. Of the revenues that we receive from our largest hotel affiliate partner, anywhere from 50-65% come from outside the U.S. and Canada, depending on the time of year.
