If you didn't log into your Adwords account for the past week you may be in for a good shock. Yes Google has added some new and valuable features to their big money maker Adwords.
Here is the breakdown.
First, the most disappointing, you can now set the time zone for your reports and budgets. This means instead of having a campaign expired at midnight pacific time, you can change your default to your time zone. With a couple of mouse clicks your Google Adwords Campaigns now run and report on North American Eastern time, GMT, or what ever time zone you want. Sounds great doesn't it, but watch out. This is a one time setting, choose the wrong setting and your s*** out of luck.
Also, why can I only set it for my profile and not per campaign? I run campaigns for others and they can be in any time zone around the world. Why for a Vancouver company do I have to run their campaigns on Easter Time and for a company in England on Eastern Time and not GMT time? I think Google is on the right track, but this one should have stayed in the closet a little longer for all the kinks to be worked out.
Secondly, and this is a win win for everyone, is they now offer day parting. Day parting allows you to set what days of the week you want your Google Adwords to appear and the time of the day. This means if you want to only target business in Toronto, Ontario you can now not only set the geotarget to the New York City area, but you configure Adwords to display ads only from Monday to Friday from 8:00 am to 6:00 pm, if that's what you want. This when done correctly, will allow you to increase the click through rate and improve your ad quality score. As we all know the all important quality score is becoming even more important then the PPC bid. High quality score ads can get listed higher in the paid section and be charged less per click then other ads. So start testing when your ads get the best click through rate and target your budget there.
For third party software companies like "BidRank" that offer tools for day parting, this may signal the start of their down fall. Well for now there are still those Yahoo/Overture campaigns to worry about.