Apply these 4 strategies for time-segmented delivery in SEM!

When it comes to bidding time periods, many companies adopt liberalism and egalitarianism.

The so-called liberalism is to start from the morning and put it all the way to the offline position;

The so-called egalitarianism means setting the same budget for this account for a week, a month or even a year.

For some companies that face high competition and high costs but do not have sufficient Baidu bidding budget, how can they achieve the greatest value with the least investment? In fact, we can fully achieve this by controlling the delivery time of the bidding account.

Let me share a few thoughts with you:

Note: From 8:00 to 22:00, the promotion time should be 8:01-22:59, and other times should be calculated accordingly. Simply put, choose a certain hour, starting from 01 minutes and ending at 59 minutes.

The delivery time period should be based on data. It is recommended to invest a relatively sufficient budget in the early stage, invest throughout the day, conduct strict data analysis on the delivery time, and eliminate or control the time periods with high traffic but poor consulting dialogue effects. Calculate the time when click-through rate and conversion rate are high , and use it as a reference for future delivery. At the same time, use the time-divided bidding tool , combined with the delivery experience, to select more valuable time periods and set the corresponding bidding ratios. For example, late at night, when potential customers are not searching as much and competition is low, bids can be lower than during daytime working hours.

For industries with fierce competition and high costs, it is best to have customer service on duty during the advertising period. In a highly competitive industry, we often have to spend hundreds or even thousands of dollars to get a valuable consultation. If customer service staff is absent and leads to loss, it will be a huge loss for the company in the long run. It is recommended that companies, if they have limited funds, either try to choose to place orders during customer service hours, or arrange for dedicated personnel to be on duty during break time.

We must carefully conduct an in-depth analysis of the Internet habits of potential customers in this industry. The advertising time on weekends and major holidays should be distinguished from that from Monday to Friday. During holidays, people get up late and go to bed even later, which causes the consultation hours in some industries to be postponed compared to usual times. Some industries, such as the education industry, often receive very few inquiries during major holidays. In addition, different industries will have very different demands in different seasons of the year. For example, for cultural course training for art exam candidates, the number of inquiries is concentrated in mid-February to early March, and plans for other times do not need to be launched.

Under the premise of extremely limited budget (the budget time is not enough to support one day's delivery), you can combine the first and third points, avoid the real and focus on the virtual, and choose a time period with low competition pressure and relatively high conversion rate for delivery. Many industries and companies often default to running ads in the morning (8 or 9 a.m.), or even 24 hours a day. When the money runs out, it will automatically go offline, which is often very early. We can choose to go online in the afternoon or evening to obtain higher rankings under competitive pressure and reduce the average click cost.

Based on an in-depth analysis of user behavior and consultation conversion data, we will rationally allocate campaign timings based on daily, weekly, monthly, quarterly and annual time periods, combined with corporate budgets, to maximize revenue.

If you have any experience or questions in SEM optimization, please leave a message to discuss!

The author of this article @艾奇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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