ppc campaign scheduling

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 shopping campaign serving parameters, bids are the most important issue. We will usually manage them with manual bidding control for the first week to confirm discovery that we are bidding up to the benchmark shopping bid.  That is the best way to force the campaign to serve quickly, so enough data can be accumulated to nurse the campaigns onto automated bidding.  This is the topic of a pending article.

When setting up other shopping campaign serving parameters, our scheduling 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 shopping 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.