Optimizing your keyword and ad group bids in order to maximize performance can be a tricky affair. Setting up a schedule to manage your bids is a great way to make sure that you’re not spending too much at the wrong times and more importantly that valuable traffic is getting to you at the right times.
AdWords’ built-in tool for modifying bids based on the time of day – ad scheduling — only allows you up to six bidding windows per day.
For large-scale accounts that demand a more granular approach, with
bids that need to be changed every hour, the above limitations just
won’t do. As an example, conversion rates for Domino’s
vary dramatically during different hourly slots on different days; the
company doesn’t want to bid at the same levels at 7:00 p.m., 9:00 p.m.,
and 11:00 p.m. on Wednesdays and Saturdays.