Weekly Wisdom: Day Parting Report by Joel Bondorowsky

The day of the week is a powerful marketing tool. Brands traditionally hook people in by aligning their product with what’s happening on that particular day of the week, whether it be brunch or spring break (or even more recently, pumpkin spice). But as brands have moved away from this tactic to make things simpler and easier for consumers, they’ve missed one thing: how important partings are!

Weekly-Wisdom-Day-Parting-Report-by-Joel-Bondorowsky

This video is part of our Weekly Wisdom series, in which we interview experts on a range of subjects. 

Transcript

Hello to all of the fantastic online marketers out there. Today, I’ll show you how to create a Day Parting Report in Google Ads and why it’s crucial to have an advantage over your advertising opponents.

Anyone who works in PPC is accustomed to reviewing the performance of their campaign, ad group, ad, and keyword on a frequent basis.

Conversion rates are proportional to the amount of traffic they send. The more valuable the traffic sent by a term, the greater the conversion rate. As a result, the keyword can afford to bid higher. However, if this is all you’re looking at, your efforts may be working lot better than you realize. 

The reason for this is because the clicks and sales that make up your conversion rate don’t all happen at the same time, in the same place, or on the same device. Many various dimensions may be used to segment them.

You’re paying too much for lower-converting traffic and too little for higher-converting traffic if you’re not actively adjusting bids for changes in performance across these dimensions. To make things worse, if your advertising rivals make the necessary modifications, they will outrank you with better-converting traffic, while you will outrank them with traffic that converts poorly.

You should separate your campaigns by dimensions on a regular basis to see how they’re affecting you and make adjustments as needed. Now I’ll teach you how to construct a report in a few easy steps so you can see how much conversion rate differences by hour of the day and day of the week are affecting you and make the necessary modifications.

The first step is to get the raw data from Google.

This report may be broken down into two parts. The first step is to extract data from Google, and the second is to produce an excel report.

  1. Select the reports icon from the drop-down menu.

  2. To create a custom report, choose Custom.

  3. Choose Table because you’ll need to create a table that will be downloaded as a CSV file and then opened in Excel.

  4. Date Range – choose a date range to study. 

  5. Filter Campaigns – Campaigns that you’d want to see in the report.

  6. You want to drag across the rows:

    1. the day of the week

    2. Time of Day

    3. Campaign

  7. You’ll need the following columns:

    1. Clicks

    2. Conversions

  8. Download the report as a CSV file.

  9. You may save and schedule this report if you wish to run it on a regular basis. You may even have it automatically sent to you so you don’t have to repeat these procedures.

Creating The Report (Second Part)

We can go on to the second step of the process, which is actually making the report in Excel, now that you have the report downloaded.

  1. Excel should be used to open the report.

  2. It should be saved as an Excel xls file.

  3. Create a pivot table in a new sheet, choosing the columns and rows we’ll be looking at (everything except the top rows, which contain report labels like date range and so on).

  4. CVR should be included as a computed field.

  5. Make percentages in the columns.

  6. Add two decimal points to the end of the number.

  7. Conditional formatting for each column – formatting for all columns so that the colors may clearly show you which hours are great and which are bad.

  8. Add the campaign name as a filter so you can choose which campaigns you want to view in the analysis; this allows you to see all at once or just a few at a time.

When it’s finished, it should look like this:

Weekly-Wisdom-Day-Parting-Report-by-Joel-Bondorowsky

What Should You Do With This Information?

We’ve completed the report’s creation. The analysis follows, which is straightforward because to the report’s visual format, which reveals apparent trends.

Now that the report has been prepared, we can examine it; this is really rather straightforward, given to the report’s visual design, which allows you to just glance at it and identify some obvious trends. The hours of the day with the highest conversion rates are highlighted in a deeper green, while the worst hours of the day are highlighted in orange.

From 0 to 23, each row in the report reflects a separate hour. The average conversion rate for that day is shown by the grand total in the bottom row. The conversion rate in the right column for each row is the average conversion rate for that hour, averaged across every day of the week, while the conversion rate in the very bottom right cell, 0.6 percent, represents the total conversion rate for the campaign.

Now…0.6 percent means you’re bidding for the average conversion rate across the board if you’re not doing day parting; this means you’re not aggressive enough during the better converting hours of the day, which are highlighted in dark green, and you’re too aggressive during the worst hours of the day, which are represented in red and orange. Your rivals will grab that better traffic if they are making adequate bid modifications, thus you will lose out on better traffic when it converts better.

You must alter your offers to be more aggressive during green hours and less aggressive during red hours. If you don’t, your competitors will, outranking you when traffic converts and outranking you when it doesn’t. You may make these changes in your camping options.

If your campaigns aren’t lucrative, one advice is to schedule them so that they don’t run during the inconvenient hours. That would enhance conversion rates and, as a result, your value per visitor, potentially turning a lost campaign into a lucrative one in one easy move.

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