Have you ever been testing out a new PPV campaign with a budget of $25 a day and found that it’s all used up before 5pm? This is one area that PPC withGoogle AdWords has spoiled us: you can choose whether you want Standard or Accelerated ad spend, and with Standard it will evenly price out your clicks through out the day. Most PPV networks do not do this.
Today I noticed that with Zango you can actually do day parting, which is choosing which hours of the day you want your ads to be displayed. I wouldn’t necessarily recommend turning this on right away if you are testing a new campaign, but it certainly is handy if you are blowing through your daily budget without getting any conversions. In many verticals, it is not until the evening hours that they really start converting. People are home from work, kids are home from school, people are surfing the net without worrying about the boss looking over their shoulder. Besides, it’s more likely that the home computer is where the AdWare client is installed anyway.
To do this in Zango, just login to your account, click on the campaign name you want to add day parting to and click Edit Campaign. Right above the Save Changes button you will see a new link called Advanced Options. Click this and it will pop up a window with all the different days of the week and hours of the day. You can also turn specific days of the week off, like if you only wanted to run your ads during the weekend.
Along with day parting, there are also Campaign Caps on this menu. This will let you set a daily budget for specific days which overrides the Campaign-level daily budget. This is great if you are finding that certain days provide a large amount of conversions, and you want to crank up the ad spend to take advantage.
It may not seem like much, but little tools like this can really help you optimize your campaigns and squeeze every last bit of ROI out of your PPV traffic.