This question is a very open ended one. Is It mandatory that you should run the ads for complete 24 hours?? NO, it is not compulsory. Serving your Ads for 24 hours or at Specific Times or on Specific Days at Specific Times is influenced by several factors like your advertising goals, available budget, or may be you are available at those time and so on...
However, You may want your ad to show whenever a customer searches online. You may atleast want to try going with the default Ad Scheduling option "Show ads all days and hours" when you are creating a campaign and allow that campaign to run for few days and see the Campaign's data by Segment -> Time -> Hour of the day or Dimensions - Time -> Hour of the Day.
With this data, you can verify the time frames your campaigns are performing good and are profitable. Once you finalize you can use Custom Ad Schedule and schedule the ads to those times
Hope this Helps!
- Prashanth Reniguntala
If you are account manager. You have to take a call for you should run ads for 24 hours or not. As Its not compulsory that you run your ads only 24 hours.
Its a part of campaign optimization. you should download the hours of days report in dimension tab and check it at what time you are getting conversion at what cost then you can schedule your ads according to them.
If you are just starting a new campaign or an account, I suggest you start out with running your ads for 24 Hours ( if data from your Client doesn't specifically tell you their best hours or hours of operation E.g. - A call center).
Once you have ran the campaigns for a good amount of time and have accumulated enough data, you can then analyze your performance on various days of the week & hours of the day.
You can even do a more granular level analysis where you can download data for day of the week and then segment it (while downloading, you get a Segment option) it by Hour of the day. This will tell you how each hour on a particular day of the week performed for you.
Using all of this data, you can look into the possibility of implementing ad scheduling to stop your ads or tone down the frequency of your ads showing up on the SERP during certain hours of the day or days of the week.
Prasanth's link on the same should help you do this easily.
Do give it a read.
Hope this Helps!
Shashank Singh, AdWords Rising Star |
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