Ad schedule

By default a campaign shows around the clock. That is right for a shop that takes orders at night. It is wrong for a business that answers the phone in office hours, because calls at night ring out and teach the bidding that the keyword does not work.

A schedule can also carry bid adjustments by day or hour on strategies that use them.

1. Open a campaign, then Ad schedule.
2. Add the days and hours the campaign may show.
3. Remember the times follow the account's time zone, set in Account settings.
4. Segment the campaign by Day of the week and Hour of day to see what each slot spends.

A locksmith answers calls from 7am to 10pm. Setting the schedule to those hours stops the ads at night, so no paid call goes unanswered, and the bidding learns only from calls the team could take.

• Leaving a call-driven campaign on all day and all night.
• Cutting hours on too little data: most accounts have too few conversions per hour for hourly patterns to be real.
• Forgetting the account's time zone when the business is in another one.

The audit checks Oppy runs on this, each with its own page.

• Serving around the clock
• Hours of the day that take money and return nothing
• A day of the week costing much more than the rest

• Bid adjustment: A percentage that raises or lowers bids for a device, location, schedule or audience.
• Call asset: A phone number shown with the ad, which people can tap to call without visiting the site.
• Campaign: The level of a Google Ads account that holds the budget, the bid strategy, the networks, the locations and the languages.