‘When’ you advertise, matters.
Written by PLRMan on April 24, 2009 – 7:36 pm -Time slotting, or the act of targeting your advertising (like banners, ads and pay-per-clicks) to audiences at different times of the day, can be quite a task to maintain and evaluate efficiently. Conversion values can range from 5% to 25% or more for a single ad copy reports Adwords Management firm Loveclients. Being able to measure and act on the daily, or even hourly differences in data is essential and requires careful analysis and execution. Luckily, I’m about to give you some tips to help you and your small business get day-parting done right.
Hot Conversion Times
Just because you get more ctr at a certain time of the day or week, is doesn’t mean your conversion rates (sales per click ratio,) is increasing. Besides, it is all about conversions, no?. You may track 27 clicks a minute between the lunch hour gap, but does it generate an ROI? Locating the best time for conversions is what’s relevant.
Track PPC Traffic Trends
Making sure that you are tracking your ppc trends is essential. Brand, Direct load and non-brand (competitive) pay-per-clicks behave very differently. You should be isolating your competitive pay-per-clicks and analyzing them separately. Your job should focus mostly on analyzing the PPC that your software program controls – basically your direct and brand Paid Search. Also, avoid the common mistake of discounting time zones when looking at what day or time a click came in.
Analyze today’s data, today
It is best to use the latest data, but you also want enough time to gather a sufficient sample. Six to Twelve weeks worth of data is generally adeqoute depending on your business type. Though be certain to exclude things like holidays and special sale events since those numbers can throw off your regular data. Also, be sure that every time-bucket has at least 100 click-to-sale conversions. Any less is too small of a sample to read.
Gather and group
Instead of analyzing every bucket independently or a full 12 weeks worth at once, you focus on a specific period. For instance, you can group all the hourly buckets in a day into four groups of eight buckets. This will also help to consolidate sparse data from those hours of the day or night when you don’t get as many conversions.
Day-parting isn’t always a focus for SEO/M managers, and it shouldn’t be. But the steps I have mentioned can certainly help you make better decisions regarding when you advertise on the web, which data to collect and discard, and how you should allocate your day understanding the analytics.
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Tags: Day Parting, PPC Management, SEO
Posted in SEO |