This is a question we get quite a bit here at RedTundra, particularly from advertisers interested in sharpening and optimizing their Facebook campaigns.
And for good measure: scheduling your ads is one of the single best things you can do to cut waste from your Facebook Ads budget…should you do it right.
Besides the obvious — you’re a brick and mortar store with specific business hours — the best time to schedule your Facebook ads is (if) whenever during the day you do the most business!
It’s pretty much that simple.
Use sales data to pinpoint high-volume spots during the day, and get your ads scheduled during those times if the gaps and the data from Facebook warrants it.
Here’s a little more to get everything going.
When Are You Making the Most Sales?
It’s often best to schedule your ads during the time of day you make the most sales, but in order to figure that out, you’ll need a Google Analytics account.
Start by going to Behavior>>Site Content>>All Pages on Analytics. Make sure to set your date for a long chunk of your brand’s sales history to get the best data possible.
Now, in the search bar, enter in your designated thank you page, the page that your customers see upon completing a purchase.
For this client, the page ended with “/checkout/onepage/success.”
Now that you have all your sales from a large period of time, enter “Hour” as a Secondary Dimension before the default sort type.
From there, you’ll arrive at the money page: your sales by hour.
First off, keep in mind that these hours are in GMT, meaning “11” is actually 1:00PM and so on and so forth.
As you can see above with this particular client, there isn’t too much variance for the time of day between 9:00AM and 9:00PM, certainly not enough to warrant ignoring any of these hours in favor of another.
While this is a great start en route to effective ads scheduling, there’s actually more to discover, we just have to look.
Separate Ads by Day for More Data
Now that we’ve separated sales based on the hour, let’s do the same for the day of the week.
Under the same Secondary Dimension drop-down visited before, click “Day of Week Source” and see what appears.
For this particular client, we just stumbled on some substantial data.
Mainly, that Saturday and Sunday are substantially less-volume days than any other day during the week.
Compare this to another one of our clients who sees very little day-to-day volatility.
With this information, we should be ready to go and start scheduling ads using Power Editor or, thanks to recent changes to the platform, Ads Manager.
Using Facebook to Schedule Your Ads
To begin scheduling your Facebook Ads, make sure the ad set you are optimizing uses a “Lifetime Budget,” not a “Daily Budget.”
Note that when ad sets are set on daily budgets, the option to run them on a schedule is unavailable, as seen below.
After you’ve made sure your ad set is running with a lifetime budget, select “Run ads on a schedule,” and map out your schedule.
Considering the client we’ve illustrated throughout this post does 90% of their business during the time blocks in blue, it’s probably ideal they schedule their Facebook Ads like so to begin strengthening their return on ad spend.
But it’s not even close to over yet.
It’s equally important that this client — like anyone who opts to schedule their ads — test and measure the results of their campaigns before settling on a rigid strategy.
For example, just because sales on the weekend are slow may not mean that running Facebook Ads on the weekend will be ineffective; it may even turn out that your weekend ads are most profitable because of your unique competitive landscape on Facebook!
Bottom line? Testing is crucial on Facebook Ads, and you should never stop tinkering with your ads and ad sets until you’ve tested every possible iteration at least once…or twice.
Remember: Ads Scheduling Isn’t for Everyone
If you’re selling goods and services consistently throughout the day, there’s no need to schedule your ads, as doing so will always increase the cost of your campaigns.
The more defined your target audience, the more money you will pay on Facebook Ads. Period.
Think of it it like this: Facebook is a bounty hunter, helping you capture your next client. If you tell Facebook to go specifically to a certain part of the world and look for a certain person at a certain time in the day, you are going to pay a premium. On the other hand, if you tell Facebook to find a handful of people in a relatively small group, you’ll pay a lot less, because the job requires less tactical thought.
So yes, I did want to be James Bond when I was little, but this little story shows you just how Facebook goes about taking into consideration ads that are on a schedule vs. ads that are not. 🙂
Use it to your advantage before ruthlessly optimizing your next campaign!
I hope you enjoyed this post on Facebook Ads scheduling. For more information about RedTundra, our services, and our Facebook Ads management, give us a call or shoot us an email today! We’d be happy to help you improve your return on ad spend with our 100% ROAS Guarantee.