Do you know what days of the week and times are best to run your Google ad’s?
Why does it matter, you ask?
Well, knowing when to post can guarantee maximum conversion rates, impressions, CPA, or other beneficial metrics.
If you have been using your PPC account for several months, identify what days of the week and ad account’s time zone offer the most profit to your business.
This is called paid ads scheduling/schedule ads or dayparting in Google Ads.
And to help you with this, you should start using the Dimensions tab (one of the best options in Google Ads).
On the other hand, it might be challenging to run your Google Ad’s account for the first time/on viewer’s time zone. You are confronted with an enormous interface of charts, settings, and tables, and figuring out where to start may be challenging to say the least.
Your central focus will be on organizing your ad groups, keywords, and ppc ad campaigns and managing the possibilities of smart ad campaigns, dynamic ad groups, and any other thing that Google provides you when you create an account.
Creating bid adjustments in an area that most people ignore. Moreover, Google does not tell you more about bid adjustments while starting your ad campaigns; however, they are precious when you want to tweak your ad campaign with higher results.
You have a few bid alternatives while you are creating your Google Ad’s campaigns. For example, you may use an automatic bidding strategy to enhance conversions or clicks, or you can set your bids manually.
Google’s automated bidding algorithms enable it to put bids on your behalf depending on what it knows will bring you the desired outcomes.
This removes several of the uncertainty from determining how and when to bid on the keywords. But this also implies you might lose control over how much you are spending on each click.
On the other hand, the manually bidding approach lets you make bids for every keyword, giving you greater flexibility and making account maintenance much more time demanding.
In addition, whatever bidding technique you select, you get the choice of increasing or decreasing your offers when specific conditions are satisfied.
This implies you may invest less on hits you believe are much less critical to the organization and extra on clicks from people you think are more valuable to your business.
As you configure the Google Ad’s bidding, then will find that you can only make a few particular bid modifications. Some are more complex than others, but they are still all Google Ad’s bid modifications.
You will also observe that every bid adjustment category has its set of conditions in which it may be used and its own set of modification options.
Google will inform you of such limits when you configure your bid changes, but you should be conscious of them at all times.
When examining the possible ranges of modifications, keep in mind that a drop of 100% will prohibit your advertising from appearing.
Selecting this option allows you to altogether opt-out of seeing adverts in that set of conditions. With that said, here are the types of bid adjustments:
You may also implement alterations depending on demographic factors such as age, household income, and gender. This is one aspect of Google Ad’s demographic targeting small business owners.
This sort of change is available in the new Google Ad’s experience in ppc campaigns and ad groups.
Bids might be reduced by 90 percent or increased by 900 percent.
Ad scheduling changes allow you to vary the ad bid and regularity based on time of day/viewer’s time zone or days of the week. To use these Google Ad’s bid modifications, you must first create your ad scheduling.
That plan is easy to generate and allows you to change the days of the week quickly, and times your ad will show. Moreover, Ad schedule/Ad scheduling modifications can be used in ppc campaigns.
Device bid changes allow you to change the regularity of your adverts depending on the devices used by the searcher, such as:
This form of modification may be used in ad groups and ppc campaigns. However, always remember that if you adjust both the movement and the ad group, Google will utilize the ad group adjustment.
Moreover, you can reduce the bid minimum to 100%, which will result in advertisements no longer being displayed on that device. Furthermore, you can raise the bid by approximately 900%.
You can change the frequency with which your ad shows depending on the viewer’s location by using location adjustments.
Geographic areas such as countries and cities can be used to define the location. Join this with location extension to provide various bids to clients who are geographically close to your business.
This is an alternative method for adjusting the Google Ad’s bidding. Rather than increasing your general bid, you can modify your bid for call ppc ads campaigns alone.
The bid revisions will affect how frequently consumers see call extensions and call-only ads.
Methods of targeting Bid modifications are a more complex option. This allows you to generate bid changes for targeting strategies such as topics and placements for display network ads.
The remarketing list of your search advertisements is one of the most complex Google Ad’s bid modifications you can use.
To apply this bid adjustment, you must first create a remarketing list, which is simple to accomplish.
You may utilize this advanced bid adjustment if you are running advertisements on YouTube or the Display Network.
It relates to the material chosen by Google to be more in-demand, with more traffic and viewer engagement, as well as more impressions each day.
On the other hand, your ad should be eligible to appear on this content. In that instance, your bid adjustment may raise your bid.
The top content bid adjustments are applied to ad groups. It applies to the Google Display Network of websites and applications, as well as YouTube.
Adjustments cannot be used to lower the bid. However, you can boost it by up to 500%.
Below are the steps that will help you to set your bid modifications:
Choose the campaign/ad campaigns you want to make bid modifications for, then tap the ad scheduling option appearing on the left side. If no bid modifications are configured, it should appear like the image shown below.
After you have decided on your time ranges, hit the “edit ad schedule” option and fill in the blanks.
Remember that Google has recently altered the settings, and you only ever have six-time frames in a single day.
Before you save your new ad schedule, it should appear like the image as shown below. Save the file.
Create your test reporting plan after you have saved this. This test is best measured by looking at the findings week after week and reporting on the desired parameters.
Then, after 1 or 2 months, you can gather the findings and decide whether or not to continue with the time of day bid strategy.
Following are the reasons why any digital marketers uses Google Ad’s bid adjustments:
Bid modifications are also a quick and easy approach to test different campaigns.
You might, for example, see how much one of your existing campaigns might work as “mobile-only” by boosting the bid on smartphones and reducing the bid on other gadgets.
If anything goes well, you may want to explore making it a distinct campaign. On the other hand, delete your bid change to restore normalcy if things do not go as planned.
You may optimize your targeting by modifying who you ad spend most of your ad money on using bid modifications.
For instance, if you understand you are just more inclined to make deals at a specific time of day, you might boost the bid adjustment at that period.
You should be able to use your budget quite effectively if you improve your targeting. As a result, the ROI should be higher.
After you understand Google Ad’s bid modifications better, look at certain Google Ads bidding tactics and recommendations:
When creating your Google Ad’s bidding tactics, make use of real-world data. Taking the attempt to know how you operate across different sectors is part of this.
Keep an eye out for differences in locations, Target audiences/potential customers, online shoppers, location, time, and device. Try not to be hurried when reviewing the facts.
Make sure that you have waited long enough to allow for conversion delays. Alternatively, you may have to wait sometime for plenty of data to give meaningful insights.
As you plan your bid modifications and entire bidding strategy, consider your goals to achieve in mind. Your objectives will decide which ads and campaigns receive higher bids and which receive lower bids.
Allowing Smart Bidding to handle bid modifications for you is the most convenient option. These tactics will alter your bids automatically, depending on several parameters.
For example, target CPA and Target ROAS optimize for location, time, device, and target audience or online shoppers/potential customers for each ad auction.
A bid simulator is available in Google Ads. Take the initiative to use this to assist you in choosing an appropriate beginning place for the bids.
While human bidding has advantages and disadvantages, thus do automated Smart Bidding systems. They are beneficial for individuals who must manage many campaigns. It avoids wasting ad spend time.
The caution here is that you always wait until you have sufficient google ads data before using automated bidding. Therefore, to gather the data you require, experts usually recommend beginning by manual bidding.
You may try moving to automated bidding when you have a good quantity of data and have experienced some early success.
Some experts believe that 30 conversions each month in any ad campaigns is a good starting point. However, when you get to this level, you must seriously consider adopting an automated technique.
By using manual bidding in Google Adwords, you may avoid accidentally coming too near to or exceeding your budget.
Although Google Ads allows you to select your budget, the automatic bidding approach may make bids that are higher or lower than you wish. Manual bidding is the way to go if you want total control.
To understand better when to utilize automated bidding generally, you should also be conversant with specific tactics.
For instance, the Target CPA Smart Bidding technique is excellent for increasing conversions. Nevertheless, to collect adequate data, you need gradually transition to this method over time.
Another example is the improved CPC approach, which is excellent for increasing conversion value and conversions.
In addition, it is one of the most cost-effective solutions since it blends Smart Bidding alongside manual bidding.
Even if you use Smart Bidding to automate the whole process, you need to set up a system to handle your bids.
First, Google Ads recommends generating essential bids that will allow you to accomplish your overall objectives.
After that, use bid modifications to account for campaign performance variances between segments such as device type or location.
Any overlap with bid modifications should also be considered in your plan. Keep in mind how Google Ads handles overlapping bid modifications for the time of day, location, and target audience/online shoppers.
When configuring the Google Ads bidding, be sure to distribute your money among many tactics.
This is a great safety net since it assures that you do not wasting ad spend/waste your overall budget if a bidding strategy or ad campaigns fails to yield results.
There are a few things you can do to increase the efficiency of the bid changes. First, begin by attempting to adhere to campaign-level alterations.
Always make group-level changes if the performance of campaigns varies significantly among them. However, it is highly efficient and creates changes based on more significant amounts of data.
Campaigns, after all, will have more data than commercials since they are more significant groupings.
Another effective method is to test for merging your campaigns. However, remember that you may utilize segments to perfect your bid modifications even if you combine campaigns.
Even though you pick the best bid changes and bidding method, you still need the correct keywords to be successful.
So opt for keywords that have a cheap ad costs per click and a higher conversion data volume. That would be a nice balance for most businesses between garnering enough clicks and staying within their budget.
Search for long-tail keywords having precise matches as well. Again, there is plenty of purpose behind such keywords, and they tend to give a significant profit on ad investment.
However, they are much less competitive since they are more particular.
Remember to explore negative keywords in conjunction with your primary keywords. It allows you to avoid spending money and time attracting queries that are unable to convert.
Keep in mind that the primary objective of your Google Adwords bidding is to acquire clicks that turn into conversions.
Therefore, take the time to adjust your landing page and ad copy to maximize conversion rates. They should accurately express your service or product as well as what distinguishes you.
In the headers, they must also utilize identical terms, ideally the exact phrasing. Again, this will significantly lower your bounce rate.
While being at the top of Google Ads will earn you more hits, it is not always the greatest option for your Ad Costs per click and ad budget.
In several circumstances, the second place will receive nearly as many hits as first. This seems to be the case even though the offer for the top position maybe 2 to 3 times.
Although you may lose some clicks by going for the second slot rather than the first, you will also have a cheaper CPC and will still receive sufficient returns to justify your efforts.
Being ranked second might also improve your conversion rates and bounce rate. But, again, this is caused by human behavior and the idea that people tap on every first link they see without even checking if it is appropriate.
Whether they are peering at the second or third place, they will most likely require a few moments to determine its significance.
Consequently, you will have a higher response rate and ad spend less money on clicks that do not convert.
Google Ads bid adjustments make it simple to tailor your bids to particular visitors depending on characteristics such as demographics, location, device, retargeting, scheduling, and others.
This will allow you to make better use of your budget. Moreover, It also cuts down on time you should ad spend generating distinct ads and building up different budgets.
It becomes a natural component of Google Ads bidding after you get used to putting up bid modifications.
For the best results, incorporate the changes with additional bidding techniques and advice.
If you need help with your dayparting strategy, contact us about hiring our PPC management services for expert management of your Google Ads campaigns.
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If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in.
Done right, they drive traffic, conversions, and repeat customers.
Done wrong, they drain your budget and leave you wondering what went wrong.
Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.
So how do top-performing e-commerce and retail brands make their paid ads work?
What are they doing that you’re not?
This guide breaks it down step-by-step, so you can start running profitable ads with confidence.
Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.
Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.
If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget.
And in e-commerce, that can get expensive fast.
Let’s start with the most critical numbers you need to know:
Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin.
So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.
For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.
Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:
On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.
A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.
That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.
Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer.
A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.
Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:
Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.
Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.
If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.
Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.
One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.
On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.
Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.
The more relevant your targeting, the more efficient your spend and the higher your return.
Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.
Your creative needs to do three things quickly:
Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.
For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.
Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.
If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.
Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.
Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.
Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.
Watch for early indicators of success – or failure.
Treat your campaigns like living systems. Tweak, test, and improve them continuously.
Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.
Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.
And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.
One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.
If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.
At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.
Contact us today to learn more!
