FAQ | How to Compete with Huge Advertisers on Top Keywords

One of the most frustrating things I can imagine while managing small PPC accounts is getting priced out of a keyword that has the potential for a lot of traffic and lots of sales. If you’re in that situation, there are ways to compete by getting maximum exposure and going beyond Google’s quality score. The secret: Advanced day-parting.

The original purpose of day-parting was to let advertisers turn their ads off when they don’t want ads within a campaign to be seen. This could be due to call center hours, or perhaps a drop in the conversion rate. Here’s a better idea: Use day-parting across multiple mirrored campaigns to make sure you get exposure at different parts of the day. Let’s walk through it step-by-step:

1) Go into Google’s reporting interface and run an hourly report regardless of date for a sufficient time period at the campaign level, preferably for a single campaign. Be sure to check the boxes labeled “impression share”A sufficient time period is usually at least 30 days, but possibly up to 90, depending on your conversion volumes.

Read full story at http://nowsourcing.com/2009/06/11/dayparting/