16th September 2016
Why Time of Day Matters For Your AdWords Campaigns
Our interaction online today is very much pattern-driven. By day, in the working week, we are more likely to be on a computer at work, whereas during the commuting time, around 5pm, there may be a spike in mobile device traffic and every day there will be peaks and troughs of interest whilst people are engaging with the internet, dependent on what they are doing at that time.
Parents will look later in the day, after the children are asleep – so 9pm for instance, or at the weekend people might be thinking about shopping in the afternoon or evening. Analytics has shown us that we are driven to online behaviour quite predictably in the week – which affects business campaigns enormously in terms of when and how they are seen.
Predicting Online Engagement For Consumers
It’s worth knowing that research has shown that 15 out of 24 hours during a typical weekday are hours where we spend noticeably more time on mobile than either on computers or tablets. This is true over the weekend too – where few of us are cranking up computers at the desk but out and about, or searching from the sofa via phone.
It’s also important to understand how your business fits into the ‘time-targeted’ strategy. If your office shuts down at 5pm and customers have to wait till the next day to get a response from your team from an enquiry, then you might be wise to consider scheduling the ad so staff can act and customers will immediately get a response, if they need it for closing a deal. So, think accessibility, can you get back quickly to enquiries generated by ad campaigns?
On the flip side of that argument, for ecommerce B2C sites, maybe you want to schedule ads on the Sunday evening when people will be making those purchases online, to be delivered in the week?
Your customers will have their own set of habits so put yourself in their shoes, ask – when are they likely to be online? Put some effort into getting data or research to support or contradict your understanding of how they interact online, so you are not wasting time or money on an ineffective campaign.
Apply bid modifiers for days, hours and devices based on research data you have and this will spread out your budget much more effectively and be more likely to hook relevant consumers.
You can always take a lead from social media engagement – often the first port of call for those logging on. For instance, there is research to suggest that there are the most tweets at between 4-5pm in Central Europe for instance and the highest click through rates are Friday, Saturday and Sunday.
Does ‘Time Online’ Targeting Work?
Ads that take into account analysed online habits can increase conversion by up to 70%. That’s a powerful statistic. The days where advertising is equivalent to mindless carpet bombing are numbered. Smart ad campaigns are now honed to very precise demographic and user behaviour data, including not least, the most likely time at which they are online and potentially buying.
Micro moments is a term Google are constantly pushing and that’s because people evaluate purchase decisions in-the-moment. In fact, 62% of smartphone users are more likely to turn to their phone to take action right away to try and solve an unexpected problem or new task because their mobile device is convenient. Your Google AdWords campaign can play a vital role in the micro moments of your customers but it is worth remembering to optimise across the user journey and not put all of your eggs in one basket. Across their journey online your brand needs to be consistent and seamless in order to win their custom.
For more information on how to conduct a successful targeted AdWords campaign aimed at your customers, or to integrate Google AdWords as part of a holistic digital marketing strategy, drop us a line at Varn.