Did you know?

It's been about 3 months since Google released an enhancement to their AdWords functionality that gave marketers the ability to control the days and times their campaigns are active. This feature, called dayparting can give you a huge advantage over your competition by adjusting your bids and pausing your campaigns during slow business hours.

For some businesses, adoption of this feature appears to be a no-brainer. Let's say you sell business supplies and figure by using dayparting you can reduce your bids or even pause your campaigns on the weekends.

That should make your online campaign more profitable by allocating more of your click through budget for the more active weekdays, right?

Well, maybe not. What if on average, the few weekend visitors from your AdWords ads were more likely to purchase from you? Is it possible that even though you get a small percentage of your business on the weekends that you actually could be experiencing the best return on your ad spend on those days?

If so, pausing your campaigns on the weekends would be a bad idea.

Are you uncomfortable reducing your exposure in Google because you think your business is 24/7? Instead of going by what you think is best, take the doubt out of the decision making process by analyzing your web analytics.

The key analytics report you'll want to review shows actions (conversions), CPA (cost per action) and ROAS (return on ad spend) by day of the week and time of the day.

Sounds good . How do I set it up?

If you're using Engine Ready's Conversion Analyst Enterprise Edition, it's real simple to get this data, by following these quick steps >

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