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The Time of Day is Money when it Comes to PPC
An internet marketing company has found that tailoring Google Adwords to specific times of day makes them much more effective
By: Do Your Own PR
...literally when it comes to Internet Advertising says Internet Marketing Agency ROARlocal.
With over 300,000 businesses in UK sinking money into Adwords and online advertising every year, this medium is an established tool for businesses. But what a massive proportion of them don’t know is that the search term people will be using changes throughout the day ...and so should your campaign, says ROARlocal (http://roarlocal.com/)
This is a data driven conclusion that Internet marketing firm ROARlocal recently applied with client Coco Moon, an up-and-coming introductions agency, based in the North East of England. They had been making a significant monthly spend on Google PPC campaigns but simply weren't seeing value for money. After studying the figures, ROARlocal worked out that the agency was spending around £200 to acquire every new customer – far too much.
What ROARlocal also found was that the introduction industry can be very time sensitive, and customers looking for love in the morning may not be the same people looking for romance in the afternoon...and would certainly be different to those in search of companionship in the evenings. To this end ROARlocal divided the agency’s Google ads into four time slots across the day, with ads that were tailored to the applicable times of day.
To finally reduce the cost of acquiring new customers, the ads were localised to the North East, where Coco Moon is based.
Using these time sensitive ads, in a three month time period, ROARlocal brought the cost of acquiring a new customer down to just £30, slashing £170 off the previous price which is a massive 65% reduction in cost. Leads into the business were tripled and the same approach is now being applied to Facebook, LinkedIn and Bing.
The importance of time sensitive advertising is not just found in the figures. Psychologist and author Susanne Jorgensen points out that “singles wanting lunch not dinner dates will be the ones who have busy social lives, and are probably not looking for a partner as the main course. Those looking for love during evenings and weekends have less fulfilling social lives and are more likely to be looking for a partner as a main course…" (Susanne Jorgensen, BA BSc MSc., psychologist, author and relationship expert at TheSinglesGym.com)
It is a tool that can be applied to many different businesses. Neil Asher, founder of ROARlocal suggests that the same tactics could be used for recruitment, doctors, dentists, accountants, hotels, restaurants and indeed any service based businesses.
ROARlocal specialises in using scientifically proven online advertising methods to drive visitors to their clients’ websites. Everything is recorded, measured and analysed to create the campaign that earns the optimum amount of money. Clients have the choice of using ROARlocal’s advice and suggestions or using the full Online Marketing Service with includes everything from a website build to online handling a social media campaign.
For more information please contact ROARlocal on 01273 90 69 91 or visit www.roarlocal.com