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Is it a good practice to scale up/down my daily budget a few times a day?
Based on my sales data, I’m planning to scale my daily budgets up and down based on the time of the day. The scaling strategy is based on the number of sales and link clicks in a certain period of time of the day, for example
Time | Scale | Budget
—|—|—-
12AM | – | $100
02AM | -50% | $50
05AM | +100% | $100
10AM | -75% | $25
12PM | +500% | $150
… and so onThe scale will be done via the Ads Manager’s “Rules”. Will this affect the ads’ delivery or mess up any momentum that the ads would have?
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1 Reply
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OK a couple of things. First you said “sales and clicks” are different at different times of the day. But what about your efficiency metrics (cost per sale, ROI, ROAS, whatever)? If sales and clicks go up and down throughout the day, but the CPA stays the same all day, who cares when the budget gets spent?
Second, if your efficiency metrics do change throughout the day, then you should be managing that performance with bid adjustments, not budgets. Why would you want only “50%” as many inefficient sales at 2am? Wouldn’t you want 0 inefficient sales at 2am? Use a bid schedule to adjust your bids based on the hourly efficiency: [https://support.google.com/google-ads/answer/6372644?hl=en](https://support.google.com/google-ads/answer/6372644?hl=en)
Don’t manage poor efficiency with budgets, manage it with bids. If the conversion rate at 2am is 5% but the conversion rate at 9am is 10%, then you want your bid to be half as much at 2am, not your budget.
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Adjusting the budget is not going to do one damn thing, certainly not what you want. I believe you are confusing budget with bids. But to me, if you are getting different numbers at different times of day, what you want to do is schedule your ads to show or not at certain periods or bid scheduling.
I think either time-of-day and bid-adjust scheduling is not going to make much of a difference. Even if at 2am conversion rate is half, which would be unusual, the impact is minimal. You normally get less impressions at that time for one, your window is 3 hours so that’s a small percentage of the overall day, probably just 5% when taking all into account. Also, reducing the bid, you are changing the ad rank so you will be lower in position, maybe not show at all, so might as well schedule to not show ads at that time. But I’m of the opinion that conversions can happen at any time so why limit in some way your ad serving and risk losing a conversion, even if it costs a little bit more for that sale?
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Hi u/maizzacollection
To answer your question: you are in good shape and doing a lot of good manual work! Way to go. Here is a link to a script to support you.
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Flighting is amazing, budget adjustments are good. I’d recommend using a script with a google sheet instead of rules.
https://www.brainlabsdigital.com/marketing-library/24-7-bidding-script/
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