"Taking advantage of intraday fluctuations in traffic value can be important to maximizing the efficiency of your pay-per-click (PPC) ad spend," says George Michie. "We see statistically
significant variances in traffic value on the order of 5% to 25% for many retailers, and much more than that for some."
So Michie offers insight into developing a thoughtful
day-parting strategy, starting with analyzing the right traffic. This means focusing on the parts of the day with the most high quality traffic (not just the highest volume) as well as the non-brand
PPC traffic. "Direct load and brand traffic behave very differently than competitive PPC traffic, and since the latter is all your PPC program controls that's what you need to study," he says.
Meanwhile, make sure you exclude data from insane sale days like "Black Friday," or other seasonal holidays, and stay on top of whether your bid changes are actually executed at
the right times. "For most systems there is latency between calculation of bids and implementation of them," Michie says. "Make sure you understand that latency and factor it into your process."
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