The Truth Behind 3 Pay-Per-Click Optimization Myths

November 15, 2019
Contributor: Casey Briglia

Manually adjusting PPC campaign bids to save money or reach target audiences — a PPC optimization practice known as dayparting — typically results in lost leads and sales, the opposite of its intended effect.

Every successful pay-per-click (PPC) campaign relies on exposure to in-market buyers. When managing a PPC campaign, it’s important to avoid common mistakes like dayparting that may initially appear to optimize performance, but in fact typically only limit visibility to buyers and result in lost sales.

Dayparting is a bidding concept that involves manually turning PPC campaign bids on or off during certain times of the day, under the false notion that doing so will limit campaign spending and reach target audiences. Read on for more myths versus facts when it comes to dayparting.

Software buyers don’t always make purchasing decisions when you might think. Watch this video to discover the traffic you could potentially miss.
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.

 

Get more tips on how to run a successful PPC campaign.

Casey Briglia

Casey Briglia is a Marketing Specialist on the Vendor Marketing team at Gartner Digital Markets. She specializes in creating B2B content and helping software vendors reach their marketing goals through educational videos, infographics, and blog posts. When not at work, Casey can be found playing volleyball, listening to true crime podcasts, and reading too many books at once. Connect with Casey on LinkedIn and Twitter.