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Day Parting Can Boost Your SEM Efficiency

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red arrowA few years back I was experimenting with day parting for one of my paid search campaigns with Google and came across something totally unexpected.  Normally the idea behind day parting is that people are more apt to convert for your product or service so pull the ads during the low points and heavy up the ad spend during your prime time.  However, we found that the later in the day we started our SEM spend the more efficient (lower CPA) the campaign became.

Why?  I theorized that most campaigns have daily budgets and at 12:01 AM most campaigns come back online.  It turns out that the wee hours of the morning are the most competitive of the day.  Gradually advertisers deplete their daily search budget – meaning less competition later in the day.  As a result cost per click for search marketing is much lower, generally speaking, at the end of the day than in the late evening.  In other words, if you’re the last advertiser with money you’ll get the cheapest clicks.

There are several different ways to experiment with this SEM technique but if you haven’t started to work with day parting yet give it a try!  The results weren’t staggering but the reduction in CPA was typically in the 5%-10% range.

You can learn more about search marketing by reading Winning Results with Google AdWords, Second Edition

winning results with google ad words


Written by Greg M

August 1, 2009 at 12:32 pm

Posted in Tips

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