Advanced Settings - Hour of Week Bid Adjustment

Edit Time Slots

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: 

  • Customize the duration of time slots
  • Add or remove time slots to create ad schedules

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. 

Imitate a Metric

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: 

  • Metric Threshold: To make sure the system only sets a bid adjustment if there is enough data, you can use the threshold feature. This lets you filter out time slots that may not have enough data. For example, if you set the threshold for impressions to 100, the system will not make a positive or negative bid adjustment for time slots that have less than 100 impressions.
  • Aggressiveness: This lets you decide how aggressively you want the system to follow the trend of the metric. By default the aggressiveness level is set to 30%, you can change this. If you increase the aggressiveness level, the system will bid higher during time slots when performance is good and lower during time slots when it is not good. 
  • Base Line: The baseline by default is set to 0%, which is the current bid level. When you change the baseline, the base from which the bid adjustment is made changes. For example, if you change the baseline to 35% then that is treated as the new 0%, and bid adjustments are set above that. 
  • Min <--> Max: This defines the minimum and maximum limit for bid adjustments. By default, the min is set to 0% which means that the system will not bid lower than the current bid or set a negative bid modifier. For example, if you change the min to -50% then the system can bid down to that level for underperforming time slots. If you set the max to 150%, it means the system will not bid above 150% for high performing time slots.

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.

Weekly Performance HeatMap

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. 

  • Dark Green - High performance compared to the other time slots in the account
  • Light Green - Above average performance
  • Dark Red -  Low performance
  • Light Red - Below average performance

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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