In most businesses, customer / customer activity is highly dependent on the time of day. How to take this into account in an advertising campaign?
Printed 2012-02-20
In most businesses, customer / customer activity is highly dependent on the time of day. For example, at night it can be minimal, and reach a maximum at 9-10 in the morning with the beginning of the working day. There are cases when the most favorable time (ie, when the client is more likely to leave a request on the site) is a lunch break. How to take this into account in an advertising campaign?
Time targeting in Yandex.Direct
Using the bid adjustment tool for time (both in search and in YAN) you can:
- Limit or make cheaper clicks at night when there is less conversion;
- Adjust impressions only when you have no competitors;
- Adjust impressions in campaigns divided by geography in different time zones.
Example of setting time adjustments. Impressions are prohibited from 21 pm to 6 am.; from 6 am to 9 am the rate has been increased by 50%, and from 9 am to 2 pm it is two times higher than the value originally set in the rates for key phrases. There is no bid adjustment from 2 pm to 6 pm, and from 6 pm to 9 pm the rate is half the original.