They say timing is everything, but this statement is doubly true when it comes to timing in marketing. A well-crafted campaign can fully take advantage of timing to optimize results.
Time Control is a Powerful Tool
When setting up campaigns, time-related elements are often overlooked. Yet, given the pace of the digital market, timing can have an especially big impact in digital media campaigns. It’s worth manipulating time-related campaign components to determine if they improve results.
There are various kinds of time control for which marketers can optimize:
Dayparting: This involves reviewing campaign data to determine what days are the most important for either getting clicks and/or conversions. Dayparting helps determine when the audience is most active, allowing for budgeting to be targeted to when actions are most likely to occur. While most people simply distribute their ads evenly over time, it is often beneficial to turn off certain days or double down on others.
Time Parting: Time parting is similar to dayparting, except it looks at the times when actions are most likely to occur. When looking into time parting, one must also consider time data in the context of the traffic source and device. For example, if data shows that most people visit a website during the middle of the day (i.e. at work), then late afternoon and evening times can be turned off to preserve budget. If data shows an uptick in mobile volume during the middle of the day, target mobile campaigns for time parting, and do so for that increase in volume.
Seasonal Time Parting: If the product(s) you’re advertising exhibit seasonal trends, consider running a higher volume of campaigns during peak times as opposed to a steadier strategy.
Frequency: Frequency indicates how often an ad was shown to a single person (a.k.a. unique user). If ads are constantly being shown to the same people, it could lead to ad fatigue. Marketers can add caps to control how often a person sees the same ad.
Recency: This metric indicates how recently someone saw an ad. Spacing out ads also helps prevent ad fatigue, which can turn a user off of a brand – permanently. Conversely, marketers running a short-term campaign may want to increase recency for high-priority customers.
Advanced campaign structures (e.g. data-driven structures that convert audience trends and behaviors into ROI-driven, optimized campaign blueprints) can fully take advantage of all of these variables and identify the most optimal levels for each.
Even a simple approach is beneficial. Look at each paid traffic source, and identify the biggest concentration of each of these time-based levers. Then use this data to figure out where time-sensitive campaigns would have the most impact.