Google AdWords to rollout Dayparting feature

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Google AdWords to rollout Dayparting feature

May 26, 2006

Google is getting ready to launch new dayparting and scheduling features for its AdWords search marketers and advertisers.

AdWords' Dayparting feature enables users to serve ads during certain parts of the day only, which are specific for local businesses, targeting for mornings, mid-day or evenings.

Google's new Dayparting feature also helps to better manage contextual ads for targeted branding at specific times of the day, if and when needed.

For a number of months now, Yahoo Search Marketing has also been offering a dayparting feature for its marketers in its new advertising system. However, both Google and Yahoo are now taking away one management feature which has given third party API-based ad management applications an advantage, since advertisers could simply pause and restart their ads at certain selected periods of the day.

As a side note, Yahoo Search Marketing has offered dayparting for larger and higher-budget marketers for some time.

For its part, here are comments AdWords' representatives sent to some selected Google advertisers:

We are releasing this ad scheduling functionality at the request of advertisers and agencies who have asked for greater campaign management control.

AdWords’ new ad scheduling functionality will enable advertisers to drive greater returns from AdWords by providing them with more granular control over when their ads run and how much they bid.

Ad scheduling allows advertisers to run their ads and modify their bids based on time of day as well as intra-day and intra-week cycles in campaign performance.

Small business and local advertisers can now schedule their ads to run only during business hours.

More sophisticated advertisers can now better capture & exploit intra-day and intra-week cycles of buyer behavior.

We are planning to role it out to all advertisers next month.

Google and Yahoo are adding these much desired features in an effort to play catch up with MSN adCenter, which has enticed customers with dayparting and demographic targeting features as well.

Having such targeting at the disposal of advertisers who are running search campaigns on Google, Yahoo and MSN will bring a better ROI for the search marketing industry as a whole, and it is hoped it will boost its growth among small businesses.

Source: Search Engine Journal

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