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Impact of Day Parting

EPC subject to wild fluctuations?

     
12:14 pm on Jun 5, 2006 (gmt 0)

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There is a featured home page discussion [webmasterworld.com] in the Adwords forum about a new facility introduced in June: advertisers can now schedule when their ads appear. (I haven't seen another thread about it, here, but please point me to it if I've missed it)

What are the implications for us publishers, I wonder?

1:09 pm on June 5, 2006 (gmt 0)

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Wow!

This could increase AdWorders CPC, thereby our EPC, once they wrap their heads around it.

This is essential knowledge for AdSensers.

9:40 am on June 6, 2006 (gmt 0)

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This could increase AdWorders CPC, thereby our EPC, once they wrap their heads around it.

On the other hand, out of peaks hours it could open the door on our sites to MFAs, which ultimately could have the knock on effect of smartpricing our peak hour traffic back downwards again.

This move is a big unknown, with potentially big impact.

9:44 am on June 6, 2006 (gmt 0)

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Adsense will now become a bigger roller coaster with more twists, turns and will spin our heads like never before. We should be ready for wild fluctuations in EPC ....not only across days but also within the day itself..
9:48 am on June 6, 2006 (gmt 0)

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As an advertiser, this is a good tool to have as it makes things a bit more targetted, but, I know our cpc's, at least during office hours are definately going to go up once this is launched.

You may find some advertisers backing off a little during office hours and trying to get the possibly much cheaper evening and out of office hours clicks later in the day.

It may even drive it up so much that it knocks a lot of the smaller advertisers out of Adwords completely as they may not be able to compete with the top fellas anymore.

Briggidere

9:57 am on June 6, 2006 (gmt 0)

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Like I said in the thread.

If the preview tool gave us price info we would know what's going on. They get tools and we have to work in the dark sort o' speak.

I already noticed a benefit, when the big guns in my niche shut down their campaigns around 4pm all my organic listings go up a few notches! That is free traffic for me I gained 500 visitors yesterday. I have a couple of #1s and now they are really at the top of the page.

Dang, I'll take that increase for half a day!

I don't seem to be getting bit on the other end, yet.

And ofcourse my adwords campaign goes up a couple of notches too.

11:53 am on June 6, 2006 (gmt 0)

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They get tools and we have to work in the dark sort o' speak.

...and this is the way that will alway be

1:30 pm on June 6, 2006 (gmt 0)

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out of peaks hours it could open the door on our sites to MFAs

Undoubtedly this may happen for generic, country-centric or even say European only sites, however for the international sites like my own I feel this is a very good move with national suppliers being able to focus their ads during the hours they wish to.

I'm pretty sure some of my UK advertisers do this already switching their ads on at 07.00 UK time and switching off about 23.00 UK time.

1:47 pm on June 6, 2006 (gmt 0)

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At first glance, I thought the title of this thread said: "Impact of Day Partying"

After reading the subject matter, the title probably fits (for Adwords advertisers)!

Many advertisers are probably very happy with this level of targeting. I use Adwords on occasion, but haven't in a while. Guess I'll go check it out.

2:09 pm on June 6, 2006 (gmt 0)

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Adsense will now become a bigger roller coaster with more twists, turns and will spin our heads like never before. We should be ready for wild fluctuations in EPC ....not only across days but also within the day itself..

Normal variations within a day, week, or month aren't "wild fluctuations." If you owned a dry-cleaning shop, would you panic because most of your traffic occurred during morning and afternoon rush hours and few people showed up at 11 a.m. or 2 p.m.? If you owned a TV station, would you be upset because you couldn't earn as much from late-night movie commercials as you do from TV spots during the 6 p.m. local news?

If anything, AdSense publishers are better insulated against "wild fluctations" (a.k.a. normal variations) than brick-and-mortar businesses are, simply because most Web sites aren't geared solely to audiences within a local time zone.

3:00 pm on June 6, 2006 (gmt 0)

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Hi EFV,

There you go again, bringing facts and rationality into a WW panic... %^P

Rgds

Damon

3:20 pm on June 6, 2006 (gmt 0)

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where is the panic? ... There is some more action and excitement..
;-)
3:42 pm on June 7, 2006 (gmt 0)

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EFV wrote:
If you owned a dry-cleaning shop, would you panic

Panic wouldn't be an appropriate response, but neither would its' opposite: denial.

You rightly draw a comparison with conventional businesses, and most that are well run try to anticipate and plan for change rather than just react to the impact of change when it happens. Eg: if the council are going to make the road outside the laundry a no-parking zone during certain hours, that might have an impact on thsir business that they have to plan for.

Imho we are going to see a much bigger fluctuations in EPCs, and as this might have an impact on MFAs and/or smartprice, the topic deserves some thought.