Pay Per Click: Time of Day Matters

Ian Lurie

Just finished an experiment with a client. First, this was the situation: They wanted the #1 position for their biggest keyphrase. But they couldn’t afford it – they received too many clicks in the course of the day.

We reviewed their site and sales statistics, and noticed that most of their customers arrived at lunch time and just before the end of the workday. So, we only spent top dollar for the top positions on Google when they were likely to get customers. Instead of buying the #1 spot 24 hours/day, we bought it for 4 hours/day.

The result: They are spending 30% less, with the same sales.

Pay-per-click marketing lets you adjust bids very quickly. If you can figure out your customers’ buying patterns, you can capitalize, reduce costs, and boost sales.

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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