Instructor: In this video, I'm going to show you
how we can use the Ad schedule to figure out what days
and what times in particular our ads
are generating the most conversions.
So to do that, what you need to do is go into your campaign.
So review your Ad account at the campaign level.
Once you've done that, you should have an option
on the left-hand side of the screen, which says ad schedule.
So simply go ahead and give that a click.
Once you've given that a click,
what you want to do is go over to day and hour.
Now this is going to show you all of your data for your ads
in comparison to the day and the time the ad was running.
So we can see, for example, that in total,
we've had 46 conversions.
Now, if I click this column and filter
to see what time those conversions have come in,
we can see out of those 46 conversions,
we had three conversions come in on Wednesday
between 12 to 1:00 PM.
Now this would probably indicate that people
are making purchases on their lunch break,
which is a time that the majority of our people here
in the United Kingdom take the lunch break,
between 12 to one, three conversions.
And again, even at the second one below,
we have Thursday between 12 to one,
again, another three conversions.
We've got some conversions at 3:00 PM to 4:00 PM,
another three, like so.
We've got two conversions below
from 11:00 AM to 12:00 PM.
So potentially, this could be people
taking early lunch breaks.
And then we have some more conversions later on in a day
of seven to 8:00 PM.
We have another conversion there.
We've got another one at 12 to 1:00 PM.
So this seems to be a really good time for our client.
However, if we give this a click and change it
to see when we have no conversions,
we can actually see what's going on
and where we are going wrong when we are showing our ad.
So you can see on a Sunday at 12:00 AM to 1:00 AM,
so really early in the morning, we have zero conversions.
However, we are still generating eight clicks.
The same goes for Sunday at 1:00 AM to 2:00 AM.
We are generating five clicks,
but it's lead into no conversions.
Now basically, what we want to do
is figuring out what times people are clicking our ads
that are resulting to no conversions
and then stop my ads from showing at those times.
So if we filter this column down by cost
to see which ads we are spending the most amount
of money on, you can see we have
this one right here, zero conversions.
We spent 73 pounds, which is actually more
than any other time of the day we run ads.
We've generated 116 clicks in total,
which is a lot of clicks and it's led
to absolutely no sales for our client.
And if you look at the time on this ad,
it's 11:00 AM to 12:00 PM on a Sunday.
Which could be a good indication that although people like
to shop on the lunch break from Monday to Friday,
when it comes to a Sunday, it doesn't seem
to follow the same pattern.
So what I'd want to do is create an ad schedule
and ensure my ad is not showing
in this particular timeframe, as I know from all of my data
that is not going to generate any conversions.
We've got another instance below, zero conversions
and we spent 65 pounds, almost 66 pounds in total,
running ads during this timeframe,
Saturday 12:00 PM to 1:00 PM.
If we look up other times,
we can see if you've got Saturday coming up again.
We've got Saturday, Sunday, Sunday.
So remember what I've done now is I filtered all the data
by the days, which are costing us the most amount of money.
And on the first, let's say ten, one, two, three, four,
five, six, seven, eight, nine, ten.
We literally only have mentions
of weekdays three different times.
We have a Monday, a Thursday and a Monday.
So seven times out of 10,
the ads which are generated the most money
and the least amount of conversions
are actually on the weekends.
Minus this day as it's obviously a Thursday,
so it wouldn't exclude that.
But the point I'm trying to get across here
is you can literally review your data
and see exactly where you're going wrong.
So in this instance, the client should not be running
any ads on the weekends as it's not really resulting
in that many sales.
Yes, I do appreciate we have some conversions here
for Saturday, but to really get a good understanding,
what you need to do is review that data
and ensure you have enough clicks
before you make any decision.
So if I'm seeing two conversions from 98 clicks,
I mean, that is a lot of clicks on our ad.
Although we have a good conversion rate of 2%,
again, it all comes down to preference,
what you feel you should block out
and what you thought you should keep in.
You can also filter by conversion rate
and just see which ones are converting the best for you,
but do take it with a grain of salt.
As you can see, this top one right here
has a conversion rate of almost 8%.
However, if you look at how many clicks this one has
from Saturday 5:00 AM to 6:00 AM, it's only 13 clicks.
So that data you're reviewing it is not that reliable.
Trying to aim for at least 50 clicks,
ideally a hundred when it comes to reviewing data
to do with the day and the hour.
So that brings this video to an end and brings us to the end
of this section on campaign optimization.
I really hope you enjoyed it.
We've gone through so much in this section,
which is extremely valuable.
And it is exact steps that we follow at the agency
when we optimize client accounts.