By default, the optimization shows six time slots of four hours each. The 'Edit Time Slots' setting lets you modify the time slots before you set adjustments. AdWords allows creating six time slots per day. This option lets you:
Removing a time slot (grey area) means that when changes are applied, a new ad schedule will be created and ads will stop running at that time for the selected campaigns.
The 'Imitate a Metric' setting lets you set bid adjustments based on one of the metrics you've selected at the top. For example, if you've selected Impressions and Clicks as the metrics to view, you can choose to imitate the trend of one of these metrics and ask the system to recommend bid adjustments based on that. Even though the system sets bid adjustments to follow the trend for the metric you've selected, you have three options to control the bid adjustments. We recommend using a metric that has enough data for Imitate a Metric.
After this you can use additional features to control the bids explained below:
The 'Reset' button returns the bid adjustments to the original state. If the campaign already had bid adjustments, it starts showing those. If the campaign did not have bid adjustments, it will reset to 0%, or no bid adjustments. Existing bid adjustments can only be seen when a single campaign is selected.
The performance heatmap is very helpful when you want to look at specific data and actual numbers. To make it easy to understand, we've color coded the cells in the table in shades of Red and Green.
You want to find time slots that have Green and Red in them together. As that means that one metric is doing very well and the other is not. For example, if you see a high conversion rate and low impression share, that time slot can benefit from a higher bid because increasing the bid will increase impression share.
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