Comments on: 5 Steps to Improve your AdWords Account in 5 Minutes

By: David

David — Tue, 23 Aug 2011 05:14:31 +0000

PPC can certainly drain your money if you are not using it the smart way.
Always test and analyse the result.

Thanks for sharing these wonderful tips!

By: Katie Saxon

Katie Saxon — Thu, 18 Aug 2011 14:01:24 +0000

Thanks for your comment Gavin. You make a great point – although it really depends on what a businesses advertising objectives are. If the budget is limited and you need conversions, limiting hours may be essential.

But yes by limiting when your ads show you do cut down your visibility online, which may have unexpected consequences. If you don’t want to completely turn off ads outside working hours and you’re budget conscious try using advanced day parting. (Altering bids dependent on time of day – http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=136677)

By: Gavin Duff

Gavin Duff — Thu, 18 Aug 2011 07:52:28 +0000

All good advice, but I would not pay attention to the time of day tactic. Businesses should have an ‘always on’ approach to PPC. Say for example your store opens weekdays 9-5: a searcher is looking for your store (or your product) at 10pm on Tuesday evening. They are not going to call the store as any reasonable person would know that it’s closed. Instead direct them to an enquiry form or list of opening hours and location (or even your product inventory pages) during out of business hours. There’s no reason why the first person to call the store, or drop in to buy something, is not that same searcher. Difficult to attribute to that initial search, but driving footfall none the less…