Someone asks you to pull an hour-of-day report to identify the best-converting hours and limit wasted spend outside those hours. In many industries, especially news and publishing, you may see the 2 a.m. row, four clicks, and no conversions, and be asked to limit ad visibility during that hour. Don’t do it. At least, not based on that report alone. Dayparting’s role has changed. In a Smart Bidding account, Google is already evaluating time of day at auction time alongside signals that an hour-of-day report can’t show you. Manually excluding an hour doesn’t help Smart Bidding make a better decision during that period. It prevents the campaign…
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