Rendabel adverteren met een schema

Het is mogelijk om je advertenties alleen binnen een bepaald tijdsbestek te weergeven. Dit kan bijvoorbeeld handig zijn voor het promoten van aanbiedingen tijdens de Black Friday of bijvoorbeeld in de avonduren wanneer bezoekers eerder geneigd zijn online aankopen te doen. Door met advertentieplanning in te spelen op het gedrag van je doelgroep neemt het aantal conversies toe. Wat is advertentieplanning precies en hoe geef je hier op een slimme wijze invulling aan?

Hoe werkt advertentieplanning?

AdWords-campagnes worden standaard 24 uur per dag, 7 dagen per week weergeven. Dit kan betekenen dat advertenties getoond worden wanneer bezoekers minder geneigd zijn om een transactie aan te gaan. Je geeft dus geld uit zonder dat je er iets voor terug krijgt.

Uit onderzoek blijkt dat 16% van de online verkopen op een maandag plaatsvindt. In de weekenden zijn mensen minder geneigd om online iets aan te schaffen. Dit kan verschillende redenen hebben. Zo worden de meeste bestellingen op werkdagen geleverd en zijn weekenden vaak volgepland met sociale activiteiten. Door goed te kijken naar de statistieken kom je erachter welke tijdstippen of dagen het meeste resultaat opleveren.

Met advertentieplanning is het mogelijk om advertenties op bepaalde tijden of dagen te weergeven. Ook is het mogelijk om biedingen op specifieke dagen of tijdstippen te verhogen of te verlagen. Advertentieplanning heeft als doel om ads te tonen wanneer hier behoefte aan is. Je kunt het dus zien als een vorm van optimalisatie.

advertenties

Wat levert het op?

Geef je op de juiste manier invulling aan advertentieplanning dan mag je rekenen op de volgende voordelen:

  • Advertentie relevantie neemt toe
  • Meer relevante bezoekers naar je website = meer conversies
  • Lagere klikprijzen
  • Meer vertoningen en hogere rankings tijdens de tijdstippen dat je wilt adverteren.
  • Return on Investment (ROI) neemt toe. Je betaalt minder geld per conversie.

Belangrijke tijdstippen en dagen bepalen

Door te kijken naar beschikbare statistieken kom je erachter welke tijdstippen en dagen het meest belangrijk voor je zijn:

  • Zoekwoordplanner: kijk naar het zoekvolume binnen een bepaald tijdsbestek. Dit is het aantal zoekopdrachten per woord. Zo kan blijken dat het zoekvolume op bepaalde dagen in de week hoger is dan op andere dagen.
  • AdWords statistieken: kijk naar de klikfrequentie binnen een bepaalde periode. De klikfrequentie is de verhouding tussen het aantal vertoningen en kliks.
  • Google Analytics: op welke dagen of tijdstippen blijven bezoekers gemiddeld langer op de website hangen of vinden er meer interacties plaats?
  • Aantal conversies: bekijk hoeveel conversies er gemiddeld gerealiseerd worden binnen een bepaald tijdsbestek.

Biedprijzen aanpassen

Tijdens tijdstippen of dagen dat het aantal bezoekers en/of conversies hoger liggen kan het aantrekkelijk zijn om de biedprijzen te verhogen. Advertenties met hoge biedingen worden vaker getoond en krijgen een hogere positie binnen de zoekresultaten.

Op dagen dat het aantal bezoekers en/of conversies lager ligt kun je besluiten om advertenties helemaal niet te weergeven of de biedprijs te verlagen. Zo geef je minder geld uit op tijdstippen en dagen dat bezoekers minder opleveren.

geld

Kijk naar externe factoren

Bepaalde factoren hebben invloed op het aantal zoekopdrachten en kunnen een positieve of negatieve invloed uitoefenen op het aantal conversies. Zo is het aannemelijk dat er meer vakanties geboekt worden wanneer het televisieprogramma ‘3 op reis’ wordt uitgezonden. Tijdens de eerste zonnige dagen van het voorjaar neemt de verkoop van zomerkleding toe, terwijl de vraag naar wintermutsen afneemt. Door vooruit te kijken en zodoende in te spelen op externe factoren wordt het eenvoudiger om advertenties efficiënt in te richten.

Richt speciale advertenties in

Evenementen, marketingacties en andere externe factoren kunnen vragen om speciale advertentieteksten en een aangepast prijsbeleid. Dit komt de relevantie van je advertenties ten goede. Zo zijn er adverteerders die ervoor kiezen om bepaalde advertenties altijd te tonen, terwijl ze andere advertenties alleen tijdens specifieke tijdstippen of dagen laten weergeven. Dit kan bijvoorbeeld effectief werken in de dagen voorafgaand aan Koningsdag of tijdens Black Friday.

Advertentieplanning helpt je professioneler te adverteren. Niet iedereen ziet hier de lol van in en bovendien vergt het veel tijd om constant de advertentie-instellingen aan te passen. Wil je graag met advertentieplanning beginnen maar is tijd of expertise hetgeen dat ontbreekt? Neem dan contact op met onze AdWords-experts voor de mogelijkheden.

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