Should I create separate weekend campaigns with duplicated keywords but with different ad text to target the consumer widget users during the weekend? The work week and weekend campaign sets would never run simultaneously. I was also thinking of only filling these weekend campaign sets with keywords that I know have converted on the weekends so I get the most from my budget. Will I take a quality score hit for doing this? Is this a good idea? Does any one else have an idea how to handle a polarized sale situation like this?
Should I create separate weekend campaigns with duplicated keywords but with different ad text to target the consumer widget users during the weekend? The work week and weekend campaign sets would never run simultaneously.
In this case I would definitely recommend creating a duplicate campaign containing different ad texts to target each type of customer and program the campaigns to run during the appropriate days and times of the week via the ad scheduling feature that adwords offers.
This will allow you to control not only the message in the ad text to be more relevant to each customer base(modify ad texts in each campaign), but also to control your bids according to the value that each customer base is worth in terms of revenue, margins and repeat business.
I was also thinking of only filling these weekend campaign sets with keywords that I know have converted on the weekends so I get the most from my budget. Will I take a quality score hit for doing this? Is this a good idea? Does any one else have an idea how to handle a polarized sale situation like this?
Your idea to focus on keywords that have converted is a smart one however, I would recommend including all keywords given that some of your customers might be finding you via some of the other keywords in your campaign. Maybe only after refining their search a few times, will they click on an ad connected to your regularly converting keywords.
From experience I've seen negative effects on overall conversions when pulling out keywords from a campaign that didn't look like they were converting well because the data didn't paint a clear picture of what was happening. Yahoo tries to bring light to this effect with their assists data that shows which keywords helped contribute with conversions on another keyword. So for example when someone searches first using "keyword1" and clicks on your ad but only converts after they search again using "keyword2" and again clicks on your ad, in your Yahoo account you'll see an assist attributed to "keyword1" and a conversion attributed to "keyword2".
Google does not yet provide this information so it's easier to jump the gun and cut out keywords that might be helping with conversions. That said, I would simply duplicate your existing campaign and then adjust your bids accordingly. So you can for example bid more aggressively on your high converting keywords on the weekend and lower on keywords that have not converted, but might be helping via assists. You can use other data to help you out such as search and traffic volume along with CTR to see which keywords are getting more eyeballs and bringing people to your site.
Regarding quality score, I wouldn't worry since you're actually trying to be more relevant with such a strategy so chances are good that your account and campaign quality scores will improve. Not to mention the quality score at the ad text level. I would however make necessary changes to your landing pages to make sure that they are as relevant as possible to your regular week and weekend traffic. Tying in the landing page to what's being said in your respective ad texts will help increase quality score and conversions.
Let us know how this works out for you. Best of luck!
