Myth No. 1: Dayparting saves money.
Adherents say dayparting will minimize spend during low-traffic hours, presumably when buyers aren’t searching for software; however, limiting bids to specific windows of time or days actually has the opposite effect and results in lost opportunities for your company. That’s because many buyers search for software during their out-of-office hours when they have more time to focus on the task at hand. Software vendors that opt out of bidding during those low-traffic hours actually miss critical traffic, potential leads and, ultimately, sales.
Myth No. 2: Dayparting reaches the best audiences.
Dayparting doesn’t just result in the loss of valuable leads, it also results in missed connections with global in-market buyers. Keep in mind that your business hours are not the same as those across all markets. Opting out of traffic during your non-business hours limits your visibility to buyers searching for software from other regions, and around the world.
Dayparting may prove especially detrimental to vendors looking to expand their global footprint. With 80% of online software searches coming from outside of the U.S., dayparting limits vendors’ reach to buyers searching for software from outside of the U.S. and Canada.
Myth No. 3: Without dayparting, you need a 24/7 sales team.
Don’t limit lead collection and sales opportunities because you don’t employ an around-the-clock sales force. Thanks to automation, you can start to effectively nurture buyers at any time, day or night, without immediate sales team involvement.
Most buyers who search for software over the weekend or in their free time don’t expect to be contacted immediately upon reaching out. Automated follow-ups ensure that no matter when a buyer requests more information, you can connect with them effectively, start a demo offer or even schedule a one-on-one call that fits neatly within your working hours.
On the surface, dayparting might seem strategic, but in reality, it’s shortsighted and tends to hinder the ultimate success of a PPC campaign. Aim to set your bids correctly to maintain ROI, avoid lost opportunities and achieve a successful PPC campaign without dayparting.
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