When you run PPC ads, there are many factors that you must keep in mind. One of the most crucial is the best time of day to run your ad. Run it too early or too late and you will miss your target audience completely. At the same time, running it at what initially appears to be the right time of day can cost you too much money. It is a delicate balancing act, but one that you must learn to master to be successful with PPC advertising. Thankfully, there are two free reports that help you determine exactly the right time to run your PPC ads.
The first of these reports is the Adwords report. To generate this report, simply open your Adwords account and click on the dimensions tab. You should now see an option to view days of the week. Make sure to select the days with your best sales under this tab. Make sure to include the conversion rates in your columns. Now, click OK and the report will generate. Once you have created the report, convert the data into Excel and create a pivot table with the hour of the day on the upright bar and the days of the week across the bottom. Plot your data and you will see the times of the day that are most valuable to you.
The second report that you should generate is the analytics report. Again, open your Adwords account. This time, click on the customization header at the top of the analytics section and indicate that you want to create a new custom report. Name the report day of the week and hour. Now, tell the program to create a flat table and download it to Excel. Now, you can create a second pivot table very similar to the first.
Compare the two reports and you should have a great idea of when the best time to run your ads are and the best days of the week based on real results. You just have one step last. Never trust a report. Instead, follow the advice in the book PPC Ads that Sell. Choose the two times that you think are most valuable for you to run your ads. Run an identical ad during both time slots. Compare the results and you should know exactly when you need to run your ad. If there is any doubt in your mind, then run the reports again using different times or days of the week until you are satisfied that you know the best results.