skill-057-ad-schedule-optimization

Skill 057: Ad Schedule (Dayparting) Optimization

Purpose

Performance varies by time of day and day of week. This skill analyzes hourly and daily performance patterns, identifies high and low converting periods, and recommends schedule adjustments or bid modifications. Note: For Smart Bidding, only complete schedule exclusions are honored.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include time-segmented performance metrics.

Standard Data:

• data/account/campaigns/*/campaign.md - Current ad schedule settings

GAQL Queries:

Hourly Performance:

SELECT
  campaign.name,
  campaign.id,
  segments.hour,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0

Day of Week Performance:

SELECT
  campaign.name,
  campaign.id,
  segments.day_of_week,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0

Run via /google-ads:get-custom with query names hourly_performance and daily_performance.

Analysis Steps

1. Fetch time-segmented performance data: Run hourly and day-of-week queries, load current ad schedule settings.

2. Calculate performance metrics: CVR, CPA, ROAS per time segment. Efficiency Ratio = Conversion Share / Cost Share.

3. Identify optimization opportunities: High-value (Efficiency Ratio >1.2), Low-value (<0.8), Exclusion candidates (zero conversions with spend).

4. Generate schedule recommendations: Bid increases/decreases for Manual CPC, potential exclusions for all strategies.

Thresholds

Condition	Severity
Time period with zero conversions + >$100 spend	Critical
Efficiency Ratio <0.50	High
Efficiency Ratio >1.50	High (increase opportunity)
Efficiency Ratio 0.50-0.75	Warning
Efficiency Ratio 1.25-1.50	Warning (increase opportunity)
Efficiency Ratio 0.90-1.10	Info