Getting an ROI through your PPC campaigns

I was talking to a soon-to-be client about PPC and his current PPC campaign.  He said the problem was that tey were spending good money every day, got a lot of phone calls (the goal was more incoming calls), during the day, but even more calls early in the morning, when they weren't around.

When their phone people started answering phone calls and returning calls later in the day, customers were usually too busy to take a call or they couldn't get past the secretaries.  Either way, money spent with nothing to show as a result.  In a $1+ per click environment, that is a lot of money wasted.

The problem was that he was open from 8 a.m. to 5 p.m. PST, that is West Coast time.  His company has a nationwide target demographic, and about half of his customers are on the East Coast.

The solution wasn't obvious to him, but it was to me, ad scheduling.

With ad scheduling this person could set his ads to only run from 8-5 PST.  He wouldn't get as many calls, but he would only get calls when someone was available to answer the phone.

I advised this client to target his campaign to specific times, but also specific locations.  He didn't want to advertise to 5 certain states because those states don't allow his type of business, and he can't sell to those states, so that was more wasted money.

If you run a similar business where you are looking for people to contact you, during business hours, set your ads to only run during those times!