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Dayparting: Setting Up Time Of Day Bid Adjustments In PPC

Samuel Edwards
|
December 27, 2021

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.

What Are Bid Adjustments?

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.

Types Of Bid Adjustments

ad schedule & Types Of Bid Adjustments & natural statistical variations to know what are the peak times, brand's visibility, high traffic hours or business hours to run ads

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:

Demographics

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

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

Device bid changes allow you to change the regularity of your adverts depending on the devices used by the searcher, such as:

  • Mobile phones
  • Laptops
  • Smart TVs
  • Tablets

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%.

Location

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.

Call Adjustments Or Interactions

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.

Targeting Methods

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.

Search 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.

Top Content

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%.

How To Set Up Bid Adjustments?

Below are the steps that will help you to set your bid modifications:

Step 1

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.

Choose the campaign for bid adjustments

Step 2

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.

edit ad schedule, target audience, sponsored products ads & a business model for ppc platforms, audience members,

Step 3

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.

Why Use Bid Adjustments?

Following are the reasons why any digital marketers uses Google Ad’s bid adjustments:

Test Out Campaigns

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.

Improve Targeting

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.

How To Make Bid Adjustments Like A Pro?

After you understand Google Ad’s bid modifications better, look at certain Google Ads bidding tactics and recommendations:

Look At Your Data

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.

Know Your Goals

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.

Consider Smart Bidding

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.

Use The Bid Simulator

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.

Know When To Use Automated Biding

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.

Know When To Use Manual Biding

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.

Know When to Use Each Automated Bidding Strategy

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.

Make A Bid Management System

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.

Divide Your Budget Across Bids

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.

Make Efficient Bid Adjustments

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.

Research Keywords

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.

Optimize Your Landing Pages And Ad Copy

Landing Page Optimization & amazon ppc campaigns with google sheets, only their order data, marketing dollars,ad auction & ad space

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.

Do Not Strive For The Number One Position

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.

Wrap Up

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.

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost. 

By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.

Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 26, 2025
How to Get Coaching Leads Through Cost-Effective PPC Campaigns

Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.

For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.

In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.

Everything begins with keyword research

The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.

To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.

Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:

·  Business coach for entrepreneurs

·  Life coaching to reduce stress

·  Life coaching to find my purpose

·  How to grow my small business fast

·  Career transition coaching

These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.

Understand the customer journey

The customer journey consists of three stages that lead someone into the buying stage:

·  Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.

·  Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.

·  Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.

If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.

Define multiple client avatars for ideal targeting

No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.

Your ad copy should target one avatar at a time

You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.

To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:

·  How to find a job that doesn’t suck

·  How to handle conflict at work

·  How to win respect at work

Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.

Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:

Ad #1 Example

Problem/Keyword search: How to find a job that doesn’t suck

Ad headline: Hate Mondays? Let’s Fix That.

Ad copy:

You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.

Ad #2 Example

Problem/Keyword search: How to handle conflict at work

Ad headline: Tired of Office Drama? Here’s Your Way Out

Ad copy:

Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.

Ad #3 Example

Problem/Keyword search: How to win respect at work

Ad headline: Feel Invisible at Work? Let’s Change That

Ad copy:

You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.

Use dedicated landing pages optimized for conversions

Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.

If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.

Effective landing pages consist of the following elements:

·  A dedicated page made just for your ad

·  A seamless transition from ad to landing page

·  A clear headline that addresses the pain point directly

·  Testimonials or results from real clients if possible

·  A strong CTA, like “Book your free 30-minute breakthrough session”

·  A clickable phone number or link to book a call immediately

Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.

Be generous with your budget

Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.

Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.

How to target the right people at the right time

Your ads should target the right people at the right time.

First, think about your ideal client who is looking for your services.

Who hires coaches? Usually, it’s:

·  Entrepreneurs who feel stuck or overwhelmed

·  People who want to start a business, but don’t know where to begin

·  Mid-level professionals seeking career growth

·  High achievers facing burnout

·  People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)

Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:

·  Google Ads

·  TikTok Ads

·  Instagram Ads

·  Pinterest Ads

·  Facebook Ads

·  LinkedIn Ads

·  YouTube Ads

Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.

Don’t skip TikTok Ads

You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.

Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.

People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.

Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.

Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.

Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.

Negative keywords will weed out freebie seekers

Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.

Suggested negative keywords for coaches include:

·  Free coaching session

·  Coach training program (these people want to be coaches, not hire one)

·  Sample coaching questions

·  Coaching worksheets pdf

Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.

Track conversions (not vanity metrics)

It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.

It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.

Run retargeting ads to catch the ones who got away

People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.

Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.

Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.

Ready to fill your calendar? Partner with PPC.co

At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.

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