The ads schedule tool allows advertisers to chose different bids according to the time of day.


Therefore, this feature offers an advanced setting which adjusts the auction ads based on specific time slots. Use the schedule bid adjustment feature to automatically perform these operations:

  • Increase your CPC bids by a certain percentage when your ad is most profitable. For example, if your ads get the best results before noon, you can increase your bids on this slot to increase the number of impressions or clicks.
  • Decrease your CPC bids when your ad in a good position does not generate profitable clicks.

For example, you can choose to increase your CPC by 40% (and thus select 140% in the corresponding field in the auction) between 9:00 and 17:00.

That way you are maximizing the visibility of your ads during the time when your target audience is more actively searching for your product. And it’s likely that you will get more conversions during that period. You can then reduce the CPC by 20% (80% by selecting the corresponding field) between 17:00 and 8:00 if you notice that traffic or ROI to drop during those hours.


If you choose to use the advanced mode for scheduling ads, analyse the data from your AdWords reports , from the conversion tracking and the from Conversion Optimizer . This will help you make better decisions when you set your bid levels.

Plan seasonal fluctuations

If the product or service you offer is likely to be affected by seasonal factors, take that into account when allocating budgets of your different AdWords campaigns. By anticipating the demand for your products or services at certain times of the year, you can increase or decrease your campaign budgets based on the time that they are the most profitable.

For example, if you sell chocolates, you save probably see an increase in traffic and sales at Christmas, Easter or Mother’s Day. Festivals and regional events can also have an impact on the search habits of users. Be sure to provide your campaigns an adequate budget for these periods. This will allow you to generate more traffic as possible while avoiding that other advertisers are taking full advantage of the seasonal periods.

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