Google introduces ad scheduling
If you know your target audience really well, then the latest enhancement to Adwords “Ad scheduling” should be of considerable interest to you, because it allows an advertiser to set the time of the day for campaigns to run. This was an expected addition, particularly with Microsoft’s adCenter boasting of this feature in its launch version.
This, and some of the other features that are now available such as location targeting, position targeting, demographic targeting are great for sophisticated advertisers and search engine marketing companies who understand how these work and how best to use them to optimize their campaign spend.
There is a view expressed on ClickZ.com that “dayparting” could enhance the relevance for searchers, though I am not entirely convinced of the logic used for that inference. Advertisers may however find bids getting higher as more of them try to get higher ad positions during the time of the day that they are targeting.
One thing is certain– there doesn’t seem to be a dearth of choices for the marketer to reach the target audience; the onus is on the latter to make the most of those choices.
