Google has announced plans to enhance their AdWords advertising platform with the introduction of Dayparting and Scheduling controls. Under enormous pressure surrounding click fraud allegations, these latest improvements to the AdWords platform should help quell some advertiser’s concerns.
The essence behind the Dayparting and Ad Scheduling enhancements is to give advertisers more control over the AdWords campaigns. Advertisers can use previous ad performance to set the optimal time or day for their ads to be displayed with the aim of improving their campaign conversion rates.
This will also assist advertisers with controlling bid rates. Remember AdWords uses bids and previous CTR (click through rate) history to determine their priority for ad displays. With advertisers being able to set when the ads are displayed, they should be able to improve the CTR on their ads and hopefully remove some pressure from bid prices.
The downside to the new scheduling controls is that certain time periods will be more competitive than others and accordingly bid prices for these times or days will be driven up potentially pricing some advertisers out of the market.
The new initiatives are not only beneficial for Google’s advertisers, but Google should see significant revenue improvements also. When advertisers see better CTR and conversion on their advertising campaigns, they are more likely to increase they advertising spend. I am sure this will make Google executives extremely happy, as we know that AdWords is already a significant contributor to Google’s revenue stream.
The increased demand for certain time slots will also give Google more opportunities to leverage important internet events. Imagine AdWords timeslots like the Superbowl half time slot with big corporates vying for the opportunity to have their ads displayed, especially with the advent of Video AdSense, but that’s another article in itself.
While the improvements are welcomed by advertisers, Google still has some way to go before they offer the demographic and behavioural targeting that the other search engines like Yahoo! and MSN are promising – or do they have a trump card up their sleeve…time will tell.