There’s a reason that daytime TV is filled with soap operas, and nighttime TV brings the juicy dramas and sneaky twists. Television stations adjust their programming throughout the day to meet the needs of the audience. That’s called dayparting, and it’s a strategy that can be used for more than just TV shows.
Think about when your company’s advertisements are shown. Wouldn’t you want to ensure your ad is being seen by as many people as possible, and especially by the ones who want to see it?
Pay per call advertising is more valuable than ever. Dayparting, or time targeting, is one of the most useful tools to drive calls in your campaign and boost your ROI.
What Is Dayparting?
Dayparting is a strategy that involves dividing a typical day into different sections and providing a unique advertising experience relevant to the audience at that time. You can also go even further to see which days, or specific hours of those days, your ads are most appropriate to the consumer.
Just picture how different your Tuesday morning is from your Saturday morning. You’re likely to have a different routine and different needs. Time-targeting involves studying the needs of consumers to determine even more specifically when your pay per call ad will be most useful to them (and when they’ll be most likely to call).
How Does It Work?
Your local TV station is the perfect example of dayparting. Different ads and shows play throughout the day to target the different audiences that are watching at the time.
Just imagine how frustrating it would be if ABC aired new episodes of your favorite show in the middle of the day while you’re stuck at work, instead of eight o’clock on a Thursday night. It wouldn’t make much sense. The interested audience wouldn’t be home to watch it, so it’d be time and money wasted.
This is why dayparting is so essential to advertising. In order to fully utilize their budgets, marketers want to make sure that their ads are being shown when the appropriate audience will see and engage with them.
Dayparting involves looking through your campaign data and developing a strategy to target specific times and audiences with your ads. Although you may not be showing your ads consistently throughout the day or week, you’ll be showing consumers your ads when they are most likely to want and use them.
What Are the Benefits?
Applying dayparting means your ads are getting more visibility during your audience’s peak hours. You’ll ensure mobile ads are popping up when more people are browsing, or that your commercials are showing when a majority of consumers are watching TV. This broader audience will hopefully translate to more calls from potential customers.
You can also push advertisements to prospective consumers when your product is most useful for them. For example, ads from your favorite coffee shop are more relevant to you in the morning, when you’re dragging to make it to work on time. But from your local movie theater, it might be more relevant to see ads in the evenings and on weekends.
The advantages of dayparting can be expanded even further when used with a geo-fencing strategy. Geo-fencing allows marketers to specifically target the consumers who are close by. While this may not work for large, nationwide corporations, it can be very beneficial to a small business whose prospective consumers are mostly local. It also allows you to tailor your pay per call bids to compete with local competition during their peak hours.
Ultimately, timing your call ads is extremely important. While you may not have your ads distributed evenly throughout the day or week, you’ll be making sure that the budget for your ads is going toward showing them when and where they are most relevant.
Keep These Tips in Mind!
- Focus on Your Peak Hours. This ensures that customers are even more likely to see your ads when they need your product or service.
- Target Your Business Hours. It’s useless to have a pay per call campaign running if no one is there to answer the phone.
- Keep in Mind the Overall Trends. In general, most people use their mobile devices between the hours of 6 and 10 pm.
- Target Important Seasons. If you offer tax services, ramp up your pay per call ads during tax season. If you sell televisions, show more ads during the holidays or before big sporting events.
- Always Revisit Your Data. The mobile world is constantly changing. You must return to your data often to be sure that you are always utilizing the most effective advertising strategy.