I usually don’t rant much, but this has been bothering me for some time now and I just feel like I need to get it off my chest.
First, let me just say that I am actually somewhat pleased with the day-parting capabilities of Google AdWords. If you aren’t familiar with the concept of day-parting, I think the best way to describe it is simply deciding which parts of the day (in full hour increments) are best for your ad to show.
The reality is that day-parting actually limits the exposure of your ads by preventing them from showing all the time (if your budget allows). In many scenarios, this is actually a good thing as it allows you to eliminate wasted spend by only showing your ads during times when your customers are actually looking.
So, what could possibly be wrong with Google’s day-parting? Well, the biggest problem is that the day-parting is all done in the timezone of the advertiser’s account. Why is this a problem? Well, let’s say you are setting up the breakfast campaigns for an international restaurant, and you only want your ads to display during breakfast hours. Under the current structure, you have to set up a separate campaign for each time zone! That is potentially 24 distinct campaigns in Google for one ad. That is far from efficient.
Wouldn’t it be better if the day-parting features had a setting that allowed the advertiser to day-part based on the visitor’s timezone? This would allow an advertiser to set up just one campaign for the entire world and still have the impact of only showing it during the appropriate times.
I know I’m not the first to think of this, but I can honestly say I thought about this before I heard anyone else mention it. I know the Google Product Marketing teams have a lot to work on, so I can’t really expect much to come from this post. But maybe they will if enough of us gripe about it. I’d love to know your thoughts on this.