Home > Paid Traffic Sources > Search / PPC (Adwords, Bing, etc.)

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Day parting. (4)

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Running a pretty expensive adwords account for a digital subscription offer.

I have noticed that we get more conversions in the evenings. If I try to lower bids or even cut spending on what appears to be unprofitable times, will that affect other things I'm not thinking about?

One worry I have is that people are clicking in the morning, thinking about it all day, and then signing up at night. If my ad isn't there in the morning then I miss out on the conversion. As you can see, I'm not real clear on how the conversion tracking works for adwords. I have the tracking set for 30 days click. So 2 conversions tracked yesterday at 9pm could have come from clicks 3 days ago at 10am?

Hoping someone can shed some light on this.

Thanks.

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Are you using any external tracker for this? In that case you could see exactly when the click that converted was sent.

I found this for you : https://support.google.com/analytics.../2679221?hl=en

If I'm reading it right, the time of the conversion should be the the same as the time of the click. So in your case, you can target the times of the day that show the best performance for you and it shouldn't affect your performance due to late conversions.

It could however affect the way your ads are served, since the budget will be distributed in a different way, campaign will get stopped and restarted at various times of the day, which might impact your overall quality score as the ads can perform differently during certain hours etc ...

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Can it be assumed you are getting a descent amount of conversions across a day and week?

Like 20+ conversions upwards consistently daily.

If you have consistent converting volume, maybe review co-hort in analytics to give you an understanding of the likely time period your users would convert after click and use together with your tracker data.
You could also utilise the assisted conversion to see if any other terms or medium contributed over the time period desired.

Another option could be to pass your Adwords clickID to your tracker which you could then see the click time or hour then see if you can review the actual time of conversion.

Or request from your offer provider on your postback conversion the time of conversion and click with your adowrds clickID.

Some advertisers allow you to pass your clickID to them and on your advertiser month end report of conversions you can request them to create a report for you to see the click times and conversion times of the clickIDs you sent.

Another option.
Setup remarketing so you are not reliant on direct search ads (remarketing for search, Adroll and more) and you market to only those who have seen your stuff so when you turn off direct search you still got them and can provide different calls to action.

Ultimately if they are not converting from your landing page or website that's up to you to optimise and give them a reason to take instant action taking the responsibility away from relying on search ads.

Hope that assists.

Enjoy

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Yes, in a tracker there are different time-based options available for conversion reporting: visit timestamp and postback timestamp.

• Visit Timestamp : Time of when a user visited your campaign.
• Postback timestamp : Time of when a conversion is registered for a user that visited your campaign.

The default setting for conversion reporting is set on a visit timestamp basis. This means that when a conversion is registered, it will be counted within global reporting based on the visit time.
Reporting by postback time will update global reporting based on the time conversions are received on your campaign. When you switch from visit to conversion time reporting, you will have a better correlation of conversion statistics from within a tracker and 3rd party attributed to your campaign.

Karolina

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Home > Paid Traffic Sources > Search / PPC (Adwords, Bing, etc.)