PPC campaigns often perform well on days and at hours that are unexpected. With some exceptions, it’s often best to configure campaign schedules after collecting historical data.
When setting up search campaign serving parameters, our preference is usually to allow the campaigns to initially run 24x7x365, then use data to optimize the campaign schedule as we establish what times and days are most effective. In some b2b markets, we will run campaigns on weekdays only and perhaps not overnight. There are some things to check, for example in the US, making sure East coast campaigns stay on late enough to shop up for West coast end of day business traffic.
The reason for running campaigns (at least initially) 24×7 is that many campaigns perform well at surprising times – days of the week, and hours of the day you would not expect (see this article about a solar energy account).
When new campaigns launch, we will usually manage them with manual bidding control, or a “lite form” of bid automation for the first few weeks. That is usually the best way to force the campaign to serve, so enough data can be accumulated to nurse the campaigns onto automated bidding. This is the topic of 2 pending articles on this site.