[神翻译]利用每日时段最大化小账户效果

[神翻译就是乱翻译，本来想尊重原作一一对应去翻译了，但是这样太费时间了，一篇搞2个小时累死个人。还是简单一点比较好了。本文前面翻译比较正经后面各种直译各种乱意译，请见谅]

PPC就是你要竭尽所能去做的工作。无论是在有限预算内最大化点击次数以达到（甚至超越更低）转化成本目标，或者格式处理你的关键字竞价来为你的广告寻找最佳位置，有效果才是最根本的。最后一分钱花在哪里了，投出效果对于一个小账户来说更是加倍的重要。

blablabla?当然你一天只花费50美金带来的奖金回报可能会更低。
但是并不会使得它不重要表现的在一个高等级
这意味着你需要展示你的实力。在一个有限的预算，最好的工具，你能支配的就是使用广告日程和竞价匹配模式
作为一个PPC经理或者一个小企业家，是很难以与用户角力，那些你不想互动的用户。
但是当你没有可以大量预算花费是，你不能浪费有价值的点击，从哪些不可能转化的人们身上。譬如信息收集者，投机商，比较购物者。
以及凌晨2点失眠人群。你可以把这些人群铲除使用许多不同的技巧。无论是否定关键字，限定广告文案，或者本案例中用到的每日时段。
写在开始，你必须先熟悉Adwords维度（可以参考Amanda这篇文章）。为了这篇文章目标，我们首先关注2个度量：小时视图和周视图。现在，是一个在PPC101中的即兴案例

在一个UK帐户上面的，（请注意是按照东部标准时间列出来的小时数据）你可以看到有非常重要的趋势出现，当你看这些数据从小时中解析出来。东部时间凌晨4点到东部时间下午1点是我们整个转化次数列中明显的胜出者。展现次数，点击次数和转化次数下降超过那个时间点。意味着这个月分配给这个广告系列的500美金预算中，大概有156美金是花费在那些没有转化的时间段，或者是一个高额转换成本的时间段，比我们最佳效果时间。
当你解析出周视图每天数据时候，你也看到一个相类似的故事在发展

在上面的例子当中（还是在同样的帐户，同样时间范围）我们看到星期六和星期天是最差的日子在所有组中的表现。（注意鬼佬笔者的cpa成本设定在15）
星期二同样表现贫血，不过又好的转化率和转化成本，比起那两天来说。在这个里面大概有131美金可以花费在其他的日子。
那么根据上面2个图表，我们可以演绎出什么结果来呢？我们知道这个账户的受众更有可能在4点到1点 东部时间转化。并且他们更习惯在工作日，星期三表现的最好目前来说。我们可以做利用这些信息。

在这里，你最好的选择就是利用广告日程功能，在广告系列设置界面高级设置来获取这些时间段和星期。在这个案例帐户中你可以这么做：

这里我们简单设置从凌晨4点到晚上10点，从星期一到星期天。这是最基本的等级，从这些信息当中。我们关注最佳日期和最佳时间段。但是你也可以使用另外一个特色功能：竞价调整系统
现在我们有一些更高级功能blablaba

鬼佬笔者将最优时间段以外的都降低了出价10%到20%，具体可以看表。然后星期六星期天把广告关了。

在运行了3个周之后结果出来了，转化率奖金翻倍，转换成本降低一半。转化次数增加50%多

时间段优化方法主要目的是把没有转化次数，或者转化成本高的时间段广告费用转移到其他的时间段去投放，利用广告日程提高竞价，降低竞价。

Maximize Efficiency With Dayparting in Small Accounts

Working in PPC is all about making the most of what you have.  Whether it’s maximizing clicks on a budget, meeting (and surpassing) your Cost per Conversion goals, or just massaging your keyword bids to find the optimal position for your ads, efficiency is what it’s all about.  This is doubly so for a small account, where every last cent matters.

Sure, the stakes may be lower when you’re only spending fifteen dollars a day, but that doesn’t make it any less important to perform at a high level.  That means you need to play to your strengths.  And on a limited budget, one of the best tools at your disposal is to make use of ad scheduling and bid modifiers.

As a PPC Manager or small business owner, it can be difficult to wrestle with the idea that there are audiences that you don’t want to interact with.  But when you don’t have a lot to spend, you can’t waste valuable clicks on people who are less likely to convert – information seekers, bargain hunters, comparison shoppers, and the 2:00 a.m. insomniac crowd.  You can weed out these groups with many different tactics, whether it’s negative keywords, qualifying ad copy, or in this case – day parting.

To start with, you’ll want to get friendly with the AdWords Dimensions Tab (helpfully explained by Amanda here).  For the purposes of this article, we’re primarily concerned with two metrics:  hour of day, and day of the week.  Now, it’s time for an impromptu case study in PPC 101!

For the UK-based account above (hours listed in Eastern Standard Time, mind you), you can see that there’s a very significant trend that appears when you look at the data parsed out hour by hour.  The hours of 4:00 a.m. EST to 1:00 p.m. EST were our clear winners in terms of overall conversion volume.  Impressions, clicks, and conversions all fall off significantly after that point.  That means, that out of the $500 budget allotted to this campaign for the month, roughly $156 was spent on hours that provided either no conversions or did so at a higher CPA than our best-performing times.

There’s a similar story that develops when you take a look at data parsed out by day of the week:

In the above example (still in the same account, over the same time range), we see that both Saturdays and Sundays are the weakest days in terms of overall performance.  Thursdays are similarly anemic, but still at a better Conversion Rate and CPA than either of the two weekend days.  In terms of raw spend, that equals roughly $131 that could be better spent on other days.

So, looking at just these two top-level data charts, what can we deduce?  We now know that the audience for this particular account is most likely to convert at the hours of 4:00 a.m. to 1:00 p.m. EST, and that they do so at a more efficient rate on weekdays – with Wednesdays performing the best out of all days by far.  What can you do to best capitalize on this information?

In this case, your best option is to utilize the Ad Scheduling function in the Advanced settings of the Campaign settings interface to get out of those time periods and days.  In this particular account, you could decide to go with something like this:

Here, we’ve gone with a simple block schedule going from 4:00 a.m. EST to 10:00 p.m. EST running Monday through Friday.  This is the most basic level you can take with the information gathered from the Dimensions tab.  Now, we’re concentrating on our best-performing days and better allocating our limited funds toward hours that are more likely to convert.  But you can also take it a step forward with another feature:  the Bid Adjustment system.

Now we’ve gotten a little bit more advanced with what we can accomplish.  With this setup (which is what we eventually went with), we’ll be running at 110% of our normal bids from the hours of 4:00 a.m. to 2:00 p.m. EST, drawing back to 100% until 10 p.m., and staying completely out of the hours of 10:00 p.m. EST – 3:00 a.m. EST.  In this case, we’ve also left a day parting window open from 3:00 a.m. to 4:00 a.m., but with a 90% bid modifier to lower overall bids in that inefficient hour.

The best part about this system is the flexibility it gives you in implementing the data found from the Dimensions tab.  You can get out of entire portions of the day based on your findings, or use it as a way to control inefficiencies while still allowing conversion opportunities to occur – just at a lower bid price.

So, in this case, what was the overall impact of this kind of change?  I’m not promising you the same kinds of results, but have a look at this:

In the three weeks before and after this change was made, conversion metrics across the board skyrocketed, just by playing to our strengths.  So, if you’re on a budget (or even if you’re not) and you need to make the most of what you have:  give ad scheduling a try!