Day Parting, first offered by Mirago (a 3rd party program) in late 2003, allows advertisers to select the time of day, and the time of the week or month when their listings are displayed.
This means that a B2B company who does not want its ads accessible in the evenings or weekends, because it has no service available, can prevent useless clicks that it has to pay for with some PPC companies. Likewise, another company who knows its best ROI comes from evening and weekend traffic can ensure its ads are only available at those times, and thus maximizing its ROI.
In June 2006, Google AdWords launched its own version of Day Parting, called Ad Scheduling. With Ad Scheduling, advertisers can schedule when they want their ads in their campaigns to run. Advertisers can even apply bid multipliers during certain times of the day. Google’s ad scheduling was released soon after MSN AdCenter launched similar features in February of 2006. Yahoo has followed in Google’s footsteps since then.
Here is an example of how to use the bid multiplier: If the default bid for a campaign is $2 CPC, and the custom bid multiplier entry for Tuesdays is 1.7, then the CPC bid for Tuesdays will be $2 x 1.7 = $3.40. Conversely, the same $2 default bid CPC, with a bid multiplier entry of 0.5 will produce a $1 bid. One condition of this bid multiplier is that it can be as little as 0.1, but no more than 10.
To learn what time(s) and what day(s) you should be using ad scheduling on Google, follow this link and run an hourly report:
https://adwords.google.com/support/bin/answer.py?answer=40037&hl=en_US
This link explains what Ad Scheduling is on Google and even how you can run an advanced form of it:
https://adwords.google.com/support/bin/answer.py?answer=33227&ctx=tltp
References:
www.mirago.com/com/press_20031120-01.asp
http://goyami.corante.com/archives/2006/06/17/google_launches_scheduling_day_parting_features.php
www.sitecreations.com/pay-per-click-dayparting.html
www.seroundtable.com/archives/003896.html
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