The Breakthrough Ads Day-Parting Tool combines multiple metrics and interprets data via an Excel spread sheet, and provides intuitive bid adjustment suggestions based on your CPA goals. You can view all devices by week, or drill down to any device and/or day of the week on the fly, allowing you to apply the right bid for the right hour, day, device, and campaign, no matter how big your account is. Download excel template here: http://bit.ly/SMXSydney-Dayparting

1. + Breakthrough Ads Dayparting Pivot Tool
+ Presentation and files available here:
+ http://bit.ly/SMXSydney-Dayparting
advanced d ayparting

2. Breakthrough Ads Confidential and Proprietary
What is Dayparting?
Dayparting referstothesegmentation ofperformancebyday-of-
the-weekand/orhour-of-the-day.Weoftenlooktothis datafor
insights aboutthewherewecancutbackineffective spendorpush
harderonwhat’s working.
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3. Breakthrough Ads Confidential and Proprietary
What is Dayparting?
Example: ThinkofTVadvertising. Doesthe sameadvertiser that
takesthe primetime spots,advertise at2am?Notoften.
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Why?Becausethe2amviewerisnottheircustomer.Plus,it’smorethanlikelytheydon’t
havesparebudgetforrunning24/7.Thereisalotofresearchandanalysisbehindtheir
decisions,andthereshouldbealotofresearchbehindours,too.

4. Breakthrough Ads Confidential and Proprietary
Dayparting: Why & How?
Why bother? Save money, make money
• Capitaliseontrendsforthehourofday,dayofweek,deviceused,andtimezone.
• Accommodate fortimerestrictionssuchascallcentrebusinesshours
• Findyouroptimalposition
Who should use it?
• Smallbusiness.
• LeadGen
• Anyone,really.
• Note:ConversionOptimizerdisables alldayparting,eCPCdoesn’t.
Analysis: What are we looking for?
• Trendsthataccompanyconversions,andtrendsthataccompanythelackthereof.
• Youneedaclearpictureofwhatyourconversionvalueis(targetCPL,maxCPL,
variousactionsforCPLranges)
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5. Breakthrough Ads Confidential and Proprietary
Analysis
Analysis can be broken into two key areas:
1) General traffic trends
2) User behaviour
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6. Breakthrough Ads Confidential and Proprietary
Analysis: 1. General traffic
1) Generaltraffic:This referstothetrends inoverall attributes of
youraccount.Whatareconsistent cyclesthatcanbeseenbasedon
justdata?
Tobegin, wealways startwith pulling campaignperformancedata,
segmented byhourofthe day. Weputthese numbersintoapivot
table sothatwecanseeourmetricsforeachhour.Keymetrics are
Position, Conversionvolume,CPC
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7. Breakthrough Ads Confidential and Proprietary
Analysis: 2. User Behaviour
2)Userbehaviour: Herewe’relookingatusersconnectingthe dots
between seeinganad,clicking, andconverting asthedayrolls
along.CTRandCVRarethekeyindicators here.
DECISIONS BASED ON THESE DATA:
Beststrategy istogointothe timewith the highest conversionrate
andensurethatmyposition isatits bestandmyclicks are
affordable.
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8. Breakthrough Ads Confidential and Proprietary
Using the Pivot table
• Summary steps
• Creatingreports(whatdata?)
• Analysingreports
• Pivottables! Thisiswhereyou’dusuallybeshownlotsofclever chartsproviding
wonderful insightsfromsomeoneelse’s account,thatmaybe5%ofthepeoplehere
wouldbeabletoreplicateback intheoffice.
• Instead,I’mgivingyouthetemplateIusetodo this,soallyouneed todo iscut,pasteand
refresh
• EnteringCPA/CPLrangeand positioncriteria
• Startplaying!
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9. Breakthrough Ads Confidential and Proprietary
Reports
MCC levelor,account levelcampaign reports
Addsegments for:
• Dayoftheweek
• Hourofday
• Device
• Label
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10. Breakthrough Ads Confidential and Proprietary
Reports: MCC client report
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Forecommerceaccounts,alsoinclude:revenue+profit,soyoucan
calculategrossrevenue
Hencefindoptimalpositionrangefor:convvolumeandgross
revenue

11. Breakthrough Ads Confidential and Proprietary
Reports: custom columns
Requiredcolumns
• Campaign
• Labels
• Clicks
• Impressions
• CTR
• Avg.CPC
• Cost
• Avg.position
• Convertedclicks
• Cost/convertedclick
• Clickconversionrate
• Conversions
• Cost/conv.
• Conv.rate
• SearchLostIS(rank)
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12. Breakthrough Ads Confidential and Proprietary
Position analysis
Usingpivot tables, you can seewhichaverage positionleadsto
thehighestconversionvolume within your ROAS orCPAlimits.
• LeadGeneration: Bestpositionforhighest conversionvolume
within CPA/CPLrange.Lesscomplicated thanecommerce.
• Ecommerce: PullrealrevenuedatafromGoogleAnalytics or
Adwordsifyouhave dynamicconversiontrackingactive. Then
analyse bygrossrevenueperaverage position. This wouldbe
donewith anadditional calculatedfield inthepivottable for
revenueminuscost.
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13. Breakthrough Ads Confidential and Proprietary
Before implementation
Youshouldbeabletopredicttoadegreewhatthe changesyou’re
makingmaydotoyouraccount.
Make note ofyourpredictions sothatyoucanreportonchanges,
whichwill nodoubtbeimprovements!
However,becarefultoneverset-and-forget!Checkperformance
regularlyusingthesamepivot reporttogetaquickhealthcheckon
accountperformance.
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14. + vp of marketing, cofounder
+ www.btads.com
+ noah.rush@btads.com
+ @m3rush
noah rus h
thank you.