Optimizing a pay per click account Advert scheduling and day parting is not a new phenomenon to the Pay Per Click system. At a recent marketing conference the speaker mentioned that advert scheduling was used for all of his clients. This aroused a new sense of inspiration, to begin using advert scheduling on a more regular basis and run daily reports on an hourly basis. If there is a serious mission to set a task to do either day parting or advert scheduling there are basic PPC tips that need to be followed prior to deciding whether to turn the adverts off or to adjust bids during particular times within the day or exact days of the week. Run right reports, as this is an essential component before launching into decisions based on advert scheduling. If an account is lead-based, carefully analyze the full amount of Pay Per Click spending versus the total amount of leads that are being generated within particular days or hours. If managing a client in the ecommerce sector it will be necessary to track the total amount of what Pay per click PC spend in comparison to the revenue that is generated within a particular time of the day/hour. For any client type it will comprise of a good idea to analyze the actual days or hours that generates high costs per lead. If it is found that the CPL is higher during a few hours close to midnight one strategy is to adjust the bids accordingly to decrease at those hours and increase during normal hours. Other PPC tips consist of ensuring that when reports are being run, enough data is pulled over long time periods in order to obtain a sample size that is large enough. Pulling data for a few months should serve the purpose for accounts that spend huge amounts of money and generate a huge number of leads in that time period. For other accounts it may be necessary to go back further into the past. For clients that generate a huge amount of revenue/leads and spend huge amounts, it is best to go as far back as possible. Examine multiple metrics with lead based accounts, the main focus will be the amount of spends versus the generation of leads. Looking at other metrics in the form of cost-per-leads, and the click-through rate, it is known that low click-rates drag the overall quality score of the account down. You will be surprised to witness that during early morning hours Pay Per Click adverts will be spending but not converting, but they are generating high click-through rates. In that case it may not be necessary to pause the adverts in these hours, or there may be a quality drop in the quality score. Rather than pausing adverts entirely in these hours it is better to use the setting of bid adjustments so that the maximum CPC bid is set to fifty percent of its normal show, meaning that the position would drop, less traffic will be received and it will generate less spending, but the adverts will still show and the click-through rate can either drop further or not. It is best to adjust bids per hour during advert scheduling. Adjust the bids on Pay Per Click keyword bids per hour before any day adjustments are made. Lowering keyword bids per hour will make a lesser impact than lowering keyword bids per day. Begin small and then work up towards larger changes to possibly make more a higher impact on the performance of accounts. Auto increase the bids by dropping bids automatically during hours in the day that are less profitable. It is also possible to increase bids automatically in a similar fashion. During peak hours of the day when traffic is usually high and the leads or revenue is high as well, set the bids to increase at these times in order to maximize the Pay per click revenue. To initialize advert scheduling, begin with running reports. Google Analytics can be used for hourly lead generation reports per hour. If it is a process of tracking revenue, it will be possible for an Analytics account and by selecting the revenue section to assess total revenue. Below the range of dates and right above the graph small icons will be assessable to click that will give the average revenue data per week, day and hour. For more PPC News & PPC Tips visit us at www.absem-ppc.com About the Author: ABSEM is a knowledge based, boutique Search Marketing Agency providing scalable Internet Marketing strategies which complement all Digital Marketing channels.