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Managing Pay-Per-Click Campaigns Timing & Conversion Rates

May 1, 2010 by Pablo Palatnik

One thing you want to start watching closely to optimize your PPC campaign/s is your website leads/sales time of the day and conversion rates. Sure, we all focus heavily on CLICK THROUGH RATES with keywords and ads. The next step to really optimize your PPC campaigns if you’re doing some heavy spending as I am, you want to try and reduce that spending, correct? Unless you just want to leave it on all day long and don’t care too much for reducing your spending, this may not be a read post for you.

Sure, you can reduce the cost-per-click on each individual keyword but that may not be the best solution as I found sometimes that lead to a negative impact in my campaign. What has been working is pausing not my campaign but certain ad groups in my campaign at certain times of the day (what time, I won’t say as that needs to be your own research.)

Look at the ad groups in your campaign that are doing the most heavy spending. Forget about what the analytics say and look at your website and your sales. There is a time where you can notice where if you pause a certain ad group, it may actually impact the campaign in a positive way by pausing it for a few hours and re-activating it at a later time to get that much more spending in a certain amount of hours from those keywords.

So, without getting more confused as this post is strictly being written from the top of my head, if you’re spending too much money on your PPC campaigns, instead of lowering your CPCs, try finding a trend where pausing certain keywords or ad groups at certain times of the day will lead a real positive ROI on your campaign and help you reduce cost and increase your bottom line.

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