When Is The Best Time To Run PPC Ads

You’ve got your pay-per-click (PPC) campaign set up. You’ve researched the keywords, created the ad copy, started tracking your conversions and now you’re ready to launch the campaign. However, there is just one more question you need to ask—when are my ads going to run?

Determining the right time to run your ads is often overlooked, to the detriment of the entire campaign. Even the most intriguing ad targeted at exactly the right people will fail if no one is around to read it. If you want your pay-per-click campaign to succeed, you need to figure out the best time to run your ads.

Define Your Demographics

So, when is the best time to run your ad? It’s a good question, and the best answer anyone can give is, it depends on your demographic. It depends on how old they are. It depends where they live. It depends on their occupation. Above all, it depends on you knowing your demographic enough to predict when they’ll see your ad. If that weren’t difficult enough, you also have to take into account the prevalence of mobile Internet access, which means that your demographic can potentially be online at any time.

Use Common Sense

Start by applying plain common sense to the problem. If you’re selling paddleboards, say, you’re not going to get much interest if you launch your PPC campaign in December. If you’re selling seasonal items like Halloween decorations, you’ll get a lot more interest if you start in late September than if you started in July.

Are They Listening To You?

For the next step, you need to think about when your demographic will not only be online, but also be ready to listen to you. You can start with broad strokes, but be prepared to drill down to specifics. College students, for instance, might be most receptive in the afternoon or late at night, and probably all day on the weekends. You can also check specific university schedules to see the times and locations of football and basketball games, since during those times your ad will be competing with the game for students’ attention.

Test, Analyse and Adjust

Once you’ve scheduled your ads, you can start using your conversion analytics to fine-tune the scheduling. You’ll be able to figure out which ads are performing well and which aren’t. From there, you can start to adjust your campaign toward the ads that get the most responses. You can run A/B tests to figure out which ads do better during which times. Your conversion rates will almost certainly improve, and you might uncover a trend. Continuing our previous example, if you have an ad aimed at college students that seems to do best weekdays at midnight, for instance, it’s worth discovering why. You might also discover that certain goals perform better than others. Prospects might be more willing to download your white paper during work hours and reserve evening hours for deciding whether or not they want to subscribe to your mailing list.

Discovering the best time to run PPC ads is a hands-on process. As such, you need to be evaluating it almost daily. If you keep evaluating and testing, your pay-per-click campaign will eventually deliver an incredible ROI.

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