Analyzing LinkedIn Ads Performance by Day and Hour - Ep 63
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Show Transcript On this episode of the LinkedIn Ads Show, we're talking about the biggest oversight that LinkedIn made on their ad platform, the feature that is constantly requested.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
Hey there LinkedIn ads fanatics, whether you call it dayparting or ad scheduling, one of the most requested features that I've heard for LinkedIn ads is the ability to turn ads on and off at certain times of the day, or certain days of the week, or certain times of the week. I've personally asked LinkedIn for this at every chance I've gotten. And so far that request has fallen on deaf ears. Today, we're doing another deep dive. And we're talking about why dayparting is important, and how to analyze your traffic patterns during the day. In the news, by the time you hear this episode, I'll be on an Alaskan cruise. Now, I love cruises. But every time I've gone, it's been to somewhere warm with beaches. Well, it's no surprise, I'm a ginger, which means I'm naturally allergic to the sun. Seems like Alaska will be the perfect trip for my fair skin. This will be my first vacation since the beginning of COVID. And I'm excited to finally unplug. And I'm hopefully going to be back here in a couple weeks with a brand new action packed episode, and coming from a clear and rested brain. Alright, enough about me, let's go ahead and hit it.
Alright, so what is dayparting or what is ad scheduling? This is simply the act of being able to turn your ads on and off during certain times. And of course, all of the major ad platforms have this. LinkedIn seems to be the only one who hasn't developed this feature. Facebook has it, Google has it, Microsoft ads, and probably honestly, everyone else. The reason why I call this LinkedIn biggest miss is that if you look at all the other platforms out there, traffic patterns are very undefined. But here you have LinkedIn, where people tend to use it on a normal schedule that you can predict because of business hours. We've had so many clients request, hey, we don't have a sales team in on Saturday on Sunday so we don't want to drive leads on those days, but let's keep running every other time. Or maybe you just only want to run during business hours. Or maybe you only want to run on weekends. Because LinkedIn traffic patterns are so predictable. It makes it really important to be able to define your traffic by what time of day and what day of the week, they're on the platform. So LinkedIn really is perfect for day parting, yet it hasn't ever developed it. An analysis that you can definitely do is go into campaign manager and export as much of your data as you can by day. And then what you can do is add in a new column in Excel for day of the week, then you can use an Excel formula based off of the date to figure out which day of the week it is, then with one pivot table, you're aggregating all of your ad performance data to find out which days of the week work best for you. I'm obviously breezing through this. This isn't a class on Excel. But we've done quite a bit of this and what we found is that, obviously, the weekends usually have less desktop traffic, a lot more mobile. So surprise, surprise, if you're advertising using text ads or dynamic ads, you're probably not going to see much action on the weekends as opposed to sponsored content and sponsored messaging, you'll probably see a lot more traffic on the weekends than the other ad formats. We generally find that Tuesday is the best day. It's the one with the most impressions, the most click volume. But we recently had a client where Tuesday was constantly the worst day. So don't always count on that. Monday and Wednesday usually are pretty top too, it's like, Tuesday is number one and then Monday and Wednesday are two and three. We consistently find that holidays don't perform very well. So if you're looking for a way to save your budget, it might be a good idea to pause on holidays. If you're going to do this analysis and start looking at your campaign performance by the day of the week, you'll probably want to compare things like your click through rate or your engagement rate. You'll probably want to look and see which days spend the most. Which ones have the highest cost per click or the highest cost per lead. And if you're not amazing in Excel, go grab one of your colleagues or coworkers who is and show them this segment. They'll know exactly what to do. All right, here's a quick sponsor break and then we'll dive into hourly analysis.
4:38 The LinkedIn Ads Show is proudly brought to you by B2Linked.com the LinkedIn Ads experts.
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