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    Categories: Optmyzr

Hourly Day Of Week AdWords Reports Uncover Budget Problems

Sometimes when you’re optimizing a budget constrained campaign, some unexpected things can happen that negate the positive effects of the optimization.

Recently this happened to one of the accounts we’re managing at TopTierMarketing.com. We had increased bids for high performing keywords and reduced low performing keywords over the past two months.Then we noticed that conversions started to dry up…

Luckily we had the “Account Statistics by Hour of day and Day of week” in Optmyzr labs and when we compared how our cost was distributed in June vs in the last 30 days, it quickly became clear that there used to be two spikes in cost every day and now there was only 1.

BEFORE

AFTER

This told us that the budget was getting depleted too early in the day (even though we’re using the standard delivery method that is supposed to show ads evenly throughout the day).

Clearly our focus on better performing keywords was causing us to run out of budget before noon every day. And because conversions for this account tend to happen in the afternoon, we weren’t getting good results anymore.

This insight didn’t come to use while looking at the reporting tables in AdWords because tables just aren’t as good at showing trends as charts are. But thanks to Optmyzr, we tracked down this issue in no time flat.

Frederick Vallaeys: Frederick Vallaeys was one of the first 500 employees at Google where he helped grow the AdWords search marketing system and served as Google’s AdWords Evangelist, teaching advertisers about which Google products are best to support their marketing goals. He was a key player on several of the teams that made AdWords into the leading platform for search marketing, including the team that started the AdWords Editor and the one that acquired Urchin (now Google Analytics). He has contributed his technical expertise to several AdWords books including bestsellers like “AdWords for Dummies,” “Advanced Google AdWords,” and “Quality Score in High Definition” and he writes a monthly blog for searchengineland.com. He helps advertisers improve their search marketing results through Optmyzr.com, an AdWords tool company that makes a Historical Quality Score Tracker, One-Click AdWords Optimizations and other tools to make account management more efficient.

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  • Can't play too conservatively when you're doing PPC. You have to bid to win that traffic. You should be receiving >90% impression share of the keywords you are bidding on and that means bidding a little higher sometimes. What happens is that you have to have an optimized sales process to justify the ability to bid higher. If you make more per sale, you can bid more per click, and squash your competition. My buddy Simon would be willing to help anybody that wants help with their PPC campaigns, just give him a call. His number is 302-401-4478.