There are plenty of corners of the AdWords world that you can get lost in for hours. But, there’s one particular area that I like to call home: the Dimensions tab.

Today, we’ll turn our attention to Dayparting and how some small changes can help you streamline your account’s productivity. Dayparting, or “Ad Scheduling” can help you focus your money on the times that seem to be the most profitable for your business. Simple enough? Not exactly. Depending on the type of business you run, it may not be so cut and dry.

Let’s dive in:

The Dimensions tab can show your account’s geographic performance, call information, and much more. We’re going to focus on “Time,” specifically the “Day of the week” or “Hour of day” as shown below.

When you look at the break down from this vantage point, you may notice that you get more clicks / conversions during certain hours or days. If that’s the case, Dayparting may be great for your business.

Before you start saying, “I don’t want to limit myself! What if I miss out on potential traffic?” understand that you don’t need to turn ads off completely—instead, you can use this information for bid adjustments.

Examples of Dayparting

B2B companies typically see the most success with Dayparting because their traffic and conversions are focused on the workweek.

Let’s say your company sells dental equipment to dentist offices on the East Coast. Chances are that you see graphs similar to the one below (Saturday and Sunday are in the red circles). If that’s the case, you’re in luck! This is an easy pattern for you to spot, and the Dimensions tab helps condense this information.

Your dental equipment company can then decide to either turn off ads on the weekend or maybe input a -50% bid adjustment. This would save your budget for the week when clicks are more likely to convert to a sale.

B2Cs aren’t as lucky as the dental equipment company. Typically, these companies do not follow the same workweek pattern and tend to see more sporadic fluctuations day to day. However, there are a few B2C companies that have the upper hand. These businesses have products or services that typically revolve around the weekend (Think: home improvement, weekend trips, pumpkin picking…).

Depending on the business, you may see spikes in traffic on Thursday or even into the weekend. Don’t forget to take into consideration changing seasons or upcoming holidays—these should play a vital role in scheduling to get the most out of your budget.

For those B2C companies that have a steady stream of customers all week long, there may not be a certain day that converts best. But if you’re dead set on digging into some data, don’t forget to take a look at the “Hour of Day” option, which could be the best indicator to see when you’re getting the most action as shown below.

After looking at that data, you may come to the conclusion that you want to add a small +10% bid adjustment from 9am – 3pm and see if that affects conversions, or if a -10% bid adjustment from 7pm – 11pm can save you a little money.

There are a plethora of ways to implement change based on your findings, just don’t make any hasty decisions based on a week’s worth of data. Look for long-term trends and take notes of any changes you’ve made—and when you made them! Trust me, your future self will thank you.