April 04, 2008

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Pay-Per-Click Dayparting Didn't Work In the evolving world of Pay-Per-Click many of us, especially those older than 35, try to adapt media tactics from traditional media to the business of adwords and clicks. Sometimes it works sometimes it doesn’t. In the case of dayparting, a tactic for optimizing budgets by attacking an audience when they are actively engaged in a medium, the results are mixed according to my favorite PPC jockey “Silent Jeff” Petrosillo of Solid Cactus. Our client has a well known brand name. Management has little or no understanding of PPC and even less cash to spend. By looking at e-Commerce buying patterns we determined that they did the vast majority of their online business from 11a till 8p Monday through Friday. We reasoned that if buyers were active in this midday day part so were prospects. So we concentrated our spend and limited the campaign to branded keywords in this smaller time frame. Previously we were running a 24 hour schedule of branded keywords and achieving an ROI of 23:1 where our average cost per click was twenty cents. But our dayparting strategy depressed our results in two ways; our ROI dropped to 14:1 and our conversion rate dropped from 5.06% to 3.77%. It seems that a constant exposure yields more total impressions and perhaps repeat impressions against active shoppers which boosts average conversion rates, while the more limited time window reduces our shots on goal. I still want to test time-sensitive offers but in the short run we’re returning to a longer rotation and better results.

Danny Flamberg

I am a veteran marketing consultant working with leading and emerging brands

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