The Clickable Search Engine Marketing Blog

Advertisers who have significantly fewer conversions on Saturdays and Sundays often use “week parting” to automatically pause their campaigns on those days, and it’s a great way to reduce low-quality (and potentially high-cost) clicks. However, your situation may be slightly different: you may not get as many conversions on weekends as you do on weekdays, but you may be hesitant to pause your campaigns altogether on those days. There’s an under-utilized way to deal with this situation: use Ad Scheduling to automatically reduce your weekend spend without suspending it altogether.

Clickable’s “Ad Scheduling & Serving” wizard makes it very easy to do this. Simply go to the campaign you want to modify in Clickable’s Manage section and select the “Campaign Settings” tab below the Campaign Grid. You’ll see three different options there, including “Ad Scheduling & Serving.” When you click on that one, Clickable’s full “Ad Scheduling” wizard will appear. (For complete details on this tool, check out our Product Guide.)

You can reduce your weekend bids in two simple steps. First, mouse-over the clock icon in the grey bar for Saturday. A small lightbox will display the time interval the bar represents (if you haven’t used ad scheduling before, it should just be 12:00AM - 12:00 Midnight) and indicate the percentage of your bids that your campaign is set to make on that day (the default is 100%).

Click on that percentage, and a new one-field wizard will launch.

All you need to do now is set a new percentage, and every bid in your campaign will be reduced by that amount on that day of the week. For instance, if one of the keywords in your campaign is set to a default Max CPC of $1, setting the percentage to “80” will change its default bid to 80 cents on that day. The same thing will happen across every bid in your campaign.

Repeat the process for Sunday, and you’re all set.

After we first introduced the Ad Scheduling tool last summer, Tony wrote a post on our Blog detailing