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Dayparting with Pay Per Click Ads

Dayparting is simply the process of dividing a day into multiple parts.  With Pay per click advertising, this means that you choose which campaigns you wish to show and when they should be shown.

Advantages of dayparting PPC ads

• Ability to increase web traffic when staff are available to field questions via phone, chat, or email.
  

• Ability to account for traditionally "slow" days with increased web traffic on certain days.
  

• Ability to split-test time-of-day factors and optimize for them.
  

• Ability to set up "phone based" or "on-line based" landing pages that are specifically designed to handle contacts depending on the type of communications you can provide at that time of the day or that day of the week.

Which PPC systems allow Dayparting

• MSN Adcenter:  Built-in to the system.

• Google Adwords: Built-in to the system

• Yahoo Search Marketing

• Other PPC engines:  3rd party tools

Example of Dayparting (fictional)

In this example, a company wants to make sure that all spends on Google Adwords () MSN ad center () and Yahoo Search Marketing () well handled with staff responsiveness.  The fictional plan is designed to send traffic to their web site when there is sufficient staff to handle the calls

ACME, Inc. PPC Dayparting Plan

Hours	Sun	Mon	Tues	Wed	Thurs	Fri	Sat
8-9	closed	closed	closed	closed	closed	closed	closed
9-10	closed				staff meeting		short staff
10-11	closed						short staff
11-12	closed						short staff
12-1	closed	lunch	lunch	lunch	lunch	lunch	short staff
1-2	closed						closed
2-3	closed						closed
3-4	closed						closed
4-5	closed	process orders	process orders	process orders	process orders	process orders	closed
5-	closed	closed	closed	closed	closed	closed	closed

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