Ad schedule

An ad schedule (ad scheduling) is the setting that determines on which days and hours your ads appear and how much you want to bid at those moments.

What does an ad schedule do?

With an ad schedule you only run your campaign when it makes sense, or you adjust your bid per part of the day. You could, for example, switch off the whole weekend, or bid extra during office hours. You usually combine it with a bid adjustment, so you not only choose when you are visible but also how aggressively you then bid in the auction.

Why timing matters for B2B

In B2B a quote is rarely requested in the middle of the night. Decision-makers generally search during working hours, from their desk. By concentrating your budget on the moments when real enquiries come in, you avoid paying in the evening for traffic that rarely converts. That fits the objective of the campaign: not to be maximally visible, but to yield maximally.

How to deploy a schedule smartly

Steer on data, not on assumptions. Look in your reporting at which days and hours the leads and revenue truly come from, not only where the clicks are. Sometimes a seemingly quiet moment delivers the best customers. Bear in mind that smart bidding partly takes time signals into account itself, which means a rigid schedule can work against the algorithm. At Customer Impact we use ad schedules in a targeted way: to protect budget and steer on the KPIs that matter for your growth, not to tinker with impression figures.