Dayparting in Bing Ads
In our tutorial about “Day Parting in Google AdWords,” we provided a basic introduction to day and week parting, as well as offering a detailed description of how to manage ad scheduling in your Google AdWords accounts. In this tutorial, we’ll consider details unique to Bing Ads campaigns.
Ad Scheduling Differences between Google AdWords and Bing Ads
In Google AdWords, you can schedule ads for every 30 minute interval of every day of the week. Bing Ads does not provide quite as much flexibility. In Bing Ads, you can schedule your ads in six different time slots:
* Early Morning: 3:00AM – 7:00AM
* Morning: 7:00AM – 11:00AM
* Midday: 11:00AM – 2:00PM
* Afternoon: 2:00PM – 6:00PM
* Evening: 6:00PM – 11:00PM
* Late Night: 11:00PM – 3:00AM
Within those time slots, you can pause ads or adjust bids, as on Google.
Collecting Ad Scheduling Data for Dayparting on Bing Ads
Before implementing dayparting or week parting, you should run your campaigns at all times for at least one month. This will allow you to collect the performance data you need to intelligently manage your ad scheduling. (However, if your conversions are time specific – such as click-to-call mobile ads that direct users to businesses that aren’t open 24 hours – you can implement ad scheduling right away. Simply pause your ads at times of the day when your service or sales team is unavailable.)
Once you’ve run your campaign for a month, you need to collect time-specific performance data to determine when you should adjust your bids or pause your ads.
To obtain more insights into performance by hour and day using Bing Ads reporting, select your report type, date range, and choose hour or day for the unit of time. Under the “Advanced settings” feature, choose “Change columns and layout” and then choose Add or remove columns. Next make sure the metrics that you may want to analyze are selected (click through rates, conversions, CPA).
With a little data formatting and analysis, you can determine your average cost per conversion, by hour of day and/or day of the week.
Setting Up Dayparting on Bing Ads
With data from your performance reports, you’re ready to implementing dayparting and week parting on Bing Ads. The Clickable Pro Tool makes it very simple to manage your Bing Ads accounts, including ad scheduling.
To start, sign in to your Clickable Pro account and navigate to the “Manage Campaign” tab for the Bing Ads campaign you’d like to manage. At the bottom of the page, select the “Campaign Settings” tab, and click the link for “Ad Scheduling.”
A simple interface will appear that will allow you to pause ads or adjust bids at specific intervals.
To pause ads on a specific day of the week, or time period during a day, simply uncheck the box beside the time interval, or the day. (By default, all the boxes will be checked, and your ads will be active at all times, every day.) If, on the other hand, you’d like to adjust bid percentages, you can select a percentage from the drop down below each time interval or day. (You can select positive or negative percentages at ten point increments.)
To assure that your ad scheduling options are having the desired effect, be sure to run your conversion data periodically and adjust your ad scheduling options accordingly.