Q: Hi Huw. Can you shed any light on day parting? I heard it mentioned on a forum but no-one explained what exactly it meant. Would it be good for my Pay Per Click campaigns?
A: Hi Rob, thanks for your question. Day parting is a feature available in various Pay Per Click systems, which allows you to decide what times and which days, your ad shows and when it doesn’t. For example, if you were selling certain business-related products you might choose to make your PPC advert available exclusively form Monday to Friday between 9am and 5pm. You can also set your maximum bid to different levels during these times, so that your ad might cost up to 40p per click in the week and up to 20p at the weekend or at night. To date we have not seen a lot of benefit from the feature, except possibly for certain industries, typically in the B2B sector. Day parting has been available (via third party programs) on MIVA and Mirago for a couple of years, on Microsoft AdCenter since launch in February 2006 and on Google AdWords since June 2006. Yahoo! Search Marketing is scheduled to launch the service in the autumn.
Travel, Cat Litter and Infidelity
Q & A: Day Parting
