Many advertisers have observed that their ads convert differently during the day. In fact, hourly conversion rates can vary as much as 50% from the overall average. To maximize your budget you should first find out when visitors are more likely to covert. To do so, log-in to your analytics account, go to Traffic Sources, click on the AdWords tab, and select Day Parts. There, you can see goal completions by hour of day.
If you notice that most of your conversions happen during certain times of the day, say during standard business hours, you may want to run your campaigns during business hours only. This can be set-up automatically within your AdWords campaigns by enabling Ad Scheduling. Be aware that restricting your ads to certain hours only will results in decreased impressions and clicks. However, this may still be a viable option for you, especially if you have a limited budget. Understanding when your ads convert and acting on that information can help you maximize advertising dollars and improve ROI. You’ll avoid spending money on clicks that are less likely to convert and focus your efforts on what’s working for your website.
Analytics recently added a Google AdWords tab to their Traffic Sources section. This tremendously decreases the navigation and time required to analyze Google AdWords performance, which you’d do in analytics by creating and managing custom reports, prior to this new tab.
One of my favorite new features of the AdWords tab is being able to see goals completed directly through Google AdWords and tie it back to individual keywords. Goals in analytics are specific actions you’d like to track. For example, a goal could be a contact form submission. Prior to the Google AdWords beta tab in analytics you’d need to run custom reports to find out how individual keyword relate to your goals. Now, all I need to do is navigate to the Google AdWords beta tab, click Keywords, and voila! I can see each keyword’s statistics, such as time on site, page/visit, bounce rates, AND goal completions, all within a few clicks.