Search Engine Watch's Jennifer Slegg reports that last week in Seattle, the Google team announced plans to integrate dayparting and ad scheduling into the AdWords advertiser panel. I've written in the past about the effectiveness of dayparting and even offered up some suggestions on ways to manage dayparting without an expensive third party tool. With Microsoft's adCenter already offering limited dayparting options, it was only a matter of time until Google was forced to do the same. Even so, most small businesses will be looking forward to this feature launch with great anticipation.

The new scheduling options are expected to go live next month and will allow advertisers to more closely control ads by setting them to run on specific days of the week as well as on weekends or weekdays. Even further control can be gained by specifying the hours of the day that the ad will run. That will allow advertisers to keep ads running during lunch time, but to turn them off in the evening or to run them in the first few hours after kids get home from school.

According to Google's Michael Mayzel, who spoke with Slegg about the launch, Google is launching the new management options in response to advertiser feedback. Mayzel said that both individual advertisers and pay-per-click management agencies have repeatedly asked for more control over their ads.

This is the type of move that is definitely in Google's best interest. After all, as Google gives more control to advertisers, advertisers will be able to achieve higher returns on their investments. Advertisers that achieve higher returns usually decide to spend more money and everyone knows that more money spent is just fine with Google.

The beautiful thing about this type of control is that it benefits both large agencies and small businesses. Large agencies will be able to take advantage of the extra control to carefully track buying patterns at different times of the day. This will allow them to further tailor campaigns in order to maximize conversions with minimal ad spend. Small businesses will be able to take steps as simple as turning off their campaigns on the weekends or in the evenings without having to rely on expensive third party tools.

Advertisers can keep their eyes peeled over the next month or two for this new product launch. In the meantime, small businesses that have access to a good stats program would do well to start analyzing their sales to see if they can pick up a pattern of days or times that receive the best conversions. Starting this type of research now will make small businesses ready to act when Google finally turns this feature on.

Discuss this article in the Small Business Ideas forum.

May 26, 2006

Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.

Search Engine Guide > Jennifer Laycock > AdWords to Integrate Dayparting and Ad Scheduling