Clickable acquires Talkwheel to help brands create conversations with their customers

Talkwheel, a company that offers a unique way to visualize customer conversations, has been acquired by Clickable.

Founder and CEO Jeff Harris said that Talkwheel has seen its revenue grow by about 400 percent annually over the past two years. At the same time, there’s been “a lot of consolidation going in the social media marketing space,” and Talkwheel began acquisition discussions with another company (not Clickable) in late 2015. Ultimately, Harris said Clickable was the better fit — he praised its listening and social media monitoring tools and said Talkwheel adds “that consumer-facing piece” to the Clickable platform.

 Social Media Marketing Company Clickable Acquires Talkwheell

“We are extremely excited to be acquiring Talkwheel,” said Clickable CEO Mike Onghai in an emailed statement (he’s pictured with Harris above). “I have known Jeff and [Vice President of Product Joe Geraghty] for a couple of years now and have always thought Talkwheel had the most innovative fan engagement solution in market. Combining Talkwheel’s consumer facing offering with Clickable’s leading social media monitoring and reputation platform, we now have one of the most well rounded solutions in the social marketing space.”

 


 

Read the entire TechCrunch article HERE.

 

One Revealing Thing We Learned About Day Parting PPC Campaigns

Experts and workshops have suggested that the best time to run ad campaigns is approximately 5Pm-midnight EST. Some have even advised pausing campaigns after the midnight hour.  However, first-hand data shows that this might not be the best strategy.

Clickable and Sankia collected six months of conversion data from the search ads of a group of leading e-commerce retailers.

We analyzed the results to determine the optimal day parting and hourly schedules of their ad campaigns.

In Figure 1, the X-axis plots the time of day (in U.S. Eastern timezone) and the Y-axis plots the aggregated revenue in U.S. dollars.  Table 1 shows the hours and the sales for the hour in descending order.

Figure 1

Figure 1

 

Table 1: Shows best converting hours in order

Table 1: Shows best converting hours in order

 

The most revealing highlight of the data in Figure 1 is that although the aggregated revenue generated was high during the 12-hour time period (11:00AM-11:00PM), there was significant and non-trivial revenue during the conventional lean time periods of 12:00AM – 10:00AM.

We offer the more granular data in Figure 2.

For example, at 4:00 AM, there is one transaction for more than $60,000.

Figure 2

Figure 2

 

As you can see, had the campaigns been paused during this period, the e-commerce brand would have lost significant sales.

However, as always, the only real answer is to use first-hand data.  You can “scoop up” inexpensive clicks during the times where most everyone is not running their campaigns and you can get outlier results like the one noted above.

We at Clickable and Sankia will continue to share the results of our studies in this blog.

What do you think of this post?  What would you like us to discuss and share?

 

More Posts Don’t Necessarily Lead to More Fans: Sports

As a corollary to a previous white paper on the relationship between the number of posts and engagement in social media in the consumer industry, we have gathered data for the sports world. Take a look at our results here:

NFL Teams

In the NFL the team that posts the most, among the teams that we studied, is the Indianapolis Colts. However, they don’t have the most Facebook fans. In fact, the Indianapolis Colts are the #5 team when it comes to the number of Facebook fans. The Pittsburgh Steelers have the most Facebook fans amongst the teams we studied, and they post less than the Indianapolis Colts.

Fan comparison

 

Furthermore, none of the top 5 teams (based on number of Facebook Fans) allow User Posts on their Facebook pages. Only of the teams we studied allow Facebook user posts on their pages, the Houston Texans, New York Jets, Baltimore Ravens, Cincinnati Bengals, and Buffalo Bills. By far, there are more user posts from New York Jets fans than any other team we studied.

 

NFL Teams Facebook Fans

Ranking based on Number of Fans

  1. Pittsburgh Steelers
  2. New England Patriots
  3. Denver Broncos
  4. Oakland Raiders
  5. Indianapolis Colts

 

NFL Teams Facebook Fans

Ranking based on Number of Posts

  1. Houston Texans
  2. New York Jets
  3. Baltimore Ravens
  4. Cincinnati Bengals
  5. Buffalo Bills

 

Only a handful of NFL teams have a good ratio of admin versus user posts on their Facebook pages. Of those that have allow user posts on their Facebook fan pages, none of those are in the top 5 based on the number of fans. So, we can also conclude that even though an NFL team has lots of posts, and although they also have a good ratio of admin versus user posts, that still won’t get them more Facebook fans.

 

Sports TV

We looked at 20 different sports television networks, and learned that ESPN has many Facebook fans, and also posts a lot.  This is the only case where we saw that the number of to be paying off. We also noted that on ESPN’s Facebook page, the fans are very engaged with the posts, and there are a lot more user posts (comments on posts) than the FB pages of other competitors.

Sports TV

NHL Teams

The NHL teams that we tracked during our analysis generally have about one third of the number of fans that NFL teams have. While NFL teams have close to 6 million fans on Facebook, we noted that the NHL teams generally have about 2 million or fewer fans. Only the top 2 NFL teams that we tracked have a close number of fans, while the top 3 NHL teams are pretty close when it comes to the number of Facebook Fans.

NHL fans

 

Only the Toronto Maple Leafs tend to have more user engagement and user posts during the time we tracked these teams. In fact, they’re just about the only NHL team that has a noticeable amount of user engagement. In this case, though, that user engagement doesn’t equal more Facebook fans. The Maple Leafs are fifth on the list of NHL teams that we tracked. And when it comes to posting, the Washington Capitals tend to post nearly 3 times as much as other NHL teams—yet they are 7th on our list.

 

NHL Teams

Based on Number of Facebook Fans

  1. Boston Bruins
  2. Detroit Red Wings
  3. Pittsburgh Penguins
  4. Canadiens de Montreal
  5. Toronto Maple Leafs
  6. Philadelphia Flyers
  7. Washington Capitals
  8. New Jersey Devils
  9. Buffalo Sabres
  10. Tampa Bay Lightning

 

NHL Teams

Based on Number of Facebook Posts

  1. Washington Capitals
  2. Toronto Maple Leafs
  3. Canadiens de Montreal
  4. Detroit Red Wings
  5. New Jersey Devils
  6. Pittsburgh Penguins
  7. Ottawa Senators
  8. New York Islanders
  9. Columbus Blue Jackets
  10. Buffalo Sabres

 

The Boston Bruins and the Detroit Red Wings, the top two based on Facebook Fans, aren’t even listed in our list of NHL teams based on the number of posts that they posted during our analysis.

 

NBA Teams

When it comes to NBA teams, we only found two teams among the teams we tracked that have a considerable amount of user engagement on Facebook. The Cleveland Cavaliers and the Atlanta Hawks have both admin posts and user posts (comments) that show up in our graphs—but that didn’t help them get more fans. Having more user engagement yielded the Cleveland Cavaliers a number 5 spot on the list if we look only at the number of Facebook fans.

NBA fans

 

NBA Teams

Based on Number of Facebook Fans

  1. Chicago Bulls
  2. Miami Heat
  3. Boston Celtics
  4. New York Knicks
  5. Cleveland Cavaliers
  6. Indiana Pacers
  7. Orlando Magic
  8. Brooklyn Nets
  9. Toronto Raptors
  10. Detroit Pistons

 

 

NBA Teams Based on Number of Posts

  1. Cleveland Cavaliers
  2. Washington Wizards
  3. Toronto Raptors
  4. Detroit Pistons
  5. Miami Heat
  6. Charlotte Hornets
  7. New York Knicks
  8. Boston Celtics
  9. Atlanta Hawks

 

The Chicago Bulls and the Miami Heat, first and second, respectively, based on number of Facebook fans, don’t have as many posts as other NBA teams. They both have over 15 million fans, and are way ahead of the number 3 on our list, the Boston Celtics.

 

Conclusions

 

In conclusion, just as we saw in our consumer-industry study on whether more posts resulted in more engagement, there does not appear to be any strong correlation between rote post count and user engagement in the sports world. Of those networks and teams studied in various areas, a connection was not found that indicated that the solution to low user engagement is simply to post more.

 

If you want to improve your customer engagement and more volume isn’t doing it for you, there are a few things you can do to improve your engagement. First, make it fun. Create ways of interacting with your customers that are playful and appropriate to your business. Second, be personable. A company is an organization, but it’s still composed of people, let those personalities shine through. Lastly, strategize. Many companies simply don’t slate their social media efforts towards engagement; this is wasting valuable time and resources. Make sure you plan out your strategy before pushing content.

morefans-dontpostoften-clickable

Want More Fans? Don’t Post More Often

Clickable studied multiple industries and a lot of major consumer brands, comparing the number of posts that those brands had made in relation to their number of social media fans. In most industries, we found that the number of posts that a brand has made doesn’t necessarily translate into more fans.

We studied the social media fans and the number of posts that each of these brands had. None of the brands that had the most posts had the most fans. So, what we learned is that posting more often on social media doesn’t translate into more fans on social media. Let’s look at the data in more detail.

Fast Food

When we looked at data from Instagram for popular fast food restaurant chains, we came to the same conclusion. Just because you post more often on Instagram, you won’t get more followers.

instagram comparison

 

Of the fast food restaurant chains that we tracked, Taco Bell and McDonald’s, by far, had the most Instagram followers. But posting often won’t get you more followers on Instagram. For example, Pizza Hut posts images and videos more often than McDonald’s, Carl’s Jr., Jack in the Box, or Burger King. In fact, Pizza Hut is the only fast food restaurant chain that posts both images and videos on Instagram. Most of the others typically only post images on Instagram. But all those posts don’t get Pizza Hut more followers. When it comes to fans on Instagram, Pizza Hut is 5th amongst the top chains. Here are the top fast food restaurant chains based on the number of fans, then based on number of posts:

Fast Food Restaurant Chains

Based on Number of Fans on Instagram

  1. Taco Bell
  2. McDonald’s
  3. KFC
  4. Burger King
  5. Pizza Hut
  6. In n Out
  7. Carl’s Jr.

Fast Food Restaurant Chains

Based on Number of Posts on Instagram

  1. Pizza Hut
  2. Carl’s Jr.
  3. Jack In The Box
  4. McDonald’s
  5. KFC
  6. Burger King
  7. Arby’s
  8. Taco Bell

So, what’s the best post? Based on the data we tracked, McDonald’s had the most engaged post: with over 37,000 Likes on the following post according to Clickable data:

mc donalds - taco bell

Taco Bell had the 2nd most engaged Instagram post, called “seeing double”:

taco bell slush

This Taco Bell post on Instagram had over 36,000 Likes during 2014, and a lot of comments. Even though there were a lot of comments, I’m not so sure Taco Bell is doing such a great job at moderating those comments on their posts.

Pre-Owned Cars

Another industry that we studied here at Clickable was the pre-owned car industry. We look at several major brands, including AutoTrader, Cars.com, CarMax, and Cars Direct. Very specifically, like the other industries during our analysis, we looked at the number of fans each brand had versus the number of posts that these brands generated during one year. AutoTrader, by far, has the most fans. Not only do they have a lot more fans, over 400,000 Facebook fans, AutoTrader has double any of their competitors: the others we studied had less than 200,000.

used car comparison

But what about the posts? How often are these car brands posting? Well, both CarMax and Cars.com have almost double the number of posts that AutoTrader has, even though they have fewer than half the number of fans as AutoTrader. Perhaps, in this case, AutoTrader has more fans because most of their posts are from users, and are not simply posts by the admin (user posts are when a user responds to a post by the admin or makes a comment). Apparently this works very well in the pre-owned automotive industry.

However, CarMax might not be doing something right: they have a lot more user engagement, yet they are third when it comes to actual fan base.  Based on a manual review of a lot of the posts, many of these posts are from customers (such as from CarMax customers) and we’re seeing a lot that aren’t very favorable. So, when it comes to CarMax, they don’t have as many admin posts as some of the other brands. The posts they do have are mostly from users, and those tend to be negative comments. CarMax is responding to them, but it appears that these comments are typically off-topic to the actual post, and are just a “sounding” board.

AutoTrader has a lot of posts from users (user engagement), and from what we can tell, their posts aren’t being used as a “sounding” board by their Facebook fans. Rather, there is a lot more positive engagement by their users, and the number of fans that they have on their Facebook page reflects this.

Food Brands

We also studied Food Brands and their Facebook fan data. When it comes to food brands, the fans number in the millions, rather than the hundreds of thousands of fans, like the pre-owned automotive industry. We studied the Facebook fan data for over a year of over 10 major food industry brands, including:

Coca-Cola

Pepsi

Nestle

Hershey’s

Unilever

Kraft Foods

Nabisco

Tyson Foods

Hormel Foods

General Mills

Dean Foods

What we learned, was that user engagement, posts by users on a brand’s Facebook page, appears to have a high correlation to the number of fans that the brand has on Facebook. For example, by far, Coca-Cola has more user engagement based on Clickable data. And even though Pepsi has a lot more posts by the admin on their Facebook page, the number of posts by users and admins on the Coca-Cola page is higher than the number of Pepsi admin posts. Coca-Cola has almost 3 times the number of Facebook fans as Pepsi. So, user engagement appears to be key.

snacks comparison

We saw the biggest difference between Facebook fans and Facebook posts for Kraft Foods. Kraft Foods posts recipes and tips on their Facebook page. During the period of time we studied, they had a huge number of posts. More than Coca-Cola, more than Pepsi. Yet they have a very small number of Facebook fans in comparison. Based on the data we’re seeing, all that content generation: all that time posting recipes and tips is not paying off when it comes to building a Facebook fan base.

Television

We took a look at the Facebook fan base and posts of several major television networks. Specifically, we looked at Instagram followers versus the posts. Looking at the television networks owned by Viacom, we can easily see that yet again, posting a lot on Instagram won’t necessarily get you a lot of followers.

instagram comparison chart

During the period of time we tracked activity, MTV had less than 2,000 videos posted to Instagram. Yet they, by far, have more followers on Instagram. VH1 posted over double the number of videos–yet they have fewer followers than Nickelodeon, which has more followers. When it comes to videos versus images posted on Instagram, most posts are video posts from these networks–only Spike TV had posted more images than videos.

Consumer Brands

We also examined social media data from consumer brands, including Nestle, Colgate, Unilever, Estee Lauder, GE, Clorox, and Johnson & Johnson. What we learned is that Nestle, by far, has a lot more Facebook fans than the other brands, nearly triple the number of fans. In the consumer brands, however, we noticed that there is a much higher amount of user engagement. In some cases, the amount of user engagement is much higher than even the number of admin posts that have been posted from the brand. For example, there are more user posts (comments) on Colgate and Unilever’s pages, and we don’t see this level of engagement in any of the other industry segments that we tracked.

consumer brands

What appears to be Colgate’s secret to lots of user engagement? Short, timely, posts with a branded photo always included in the post tends to get a lots of user engagement.  Here’s a sample of what Colgate is posting:

colgate

Colgate has slightly more engagement on their Facebook posts, which helped them edge out Unilever for the number of Facebook fans.

Consumer Brands

Based on Facebook Fans

  1. Nestle
  2. Colgate
  3. Unilever
  4. Estee Lauder
  5. GE
  6. Clorox
  7. Johnson & Johnson
  8. Biore Skincare
  9. Ray-Ban
  10. Henkel

Consumer Brands

Based on Number of Facebook Posts

  1. Estee Lauder
  2. GE
  3. Colgate
  4. Unilever
  5. Ray-Ban
  6. Johnson & Johnson
  7. Nestle
  8. Biore Skincare
  9. Clorox
  10. Henkel

Banks

When it comes to banking, the last thing many of us tend to think of is being a Facebook fan. While millions of Americans have bank accounts, there’s not a strong correlation between the number of bank accounts an institution has and the number of social media followers (or Facebook fans) that bank has.

Top 10 Banks

  1. JPMorgan Chase & Co.
  2. Bank of America Corp.
  3. Citigroup Inc.
  4. Wells Fargo & Co.
  5. Bank of New York Mellon Corp.
  6. U.S. Bancorp
  7. PNC Financial Services Group, Inc.
  8. Capital One Financial Corp.
  9. HSBC North American Holdings, Inc.
  10. State Street Corp.

(The list of top 10 banks is courtesy Bankrate.com)

When it comes to Facebook fans, the largest bank doesn’t have the most fans. While Chase is the largest bank, it’s number 2 when it comes to number of Facebook fans. Capital One, the bank with the most Facebook fans, is the eighth largest bank in America.

bank fans

Capital One is the only bank of the ones that we analyzed that had a significant amount of user posts as compared to the overall content that is being posted from the admin of the page. For example, Capital One posts:

capital one

Bank of America posted more content during our analysis period, but we’re not seeing as much engagement with the posts as the Capital One posts. A typical Bank of America post won’t get as many Likes as Capital One’s posts, and there are far fewer comments on the Bank of America posts:

bank of america

Conclusions

For consumer brands: When it comes to Facebook or Instagram, posting more often on these platforms doesn’t necessarily mean an uptick in fans.

We looked at a lot of the posts that brands are posting, and while there are some good ones that get a lot of fan engagement, those posts didn’t necessarily lead to more fans on Facebook or Instagram.

Consumer brands, such as Colgate and Unilever had, by far, the most user posts than any other brand that we analyzed. Colgate is a master in taking a mundane message – promoting dental hygiene – and expressing it in creative posts.

A great picture that creatively ties in with the brand and a memorable hashtag are key to posts generating a lot of comments and engagement. Care must be taken that user posts are calibrated for their sentiment, and responded to quickly if they trend towards the negative.

Next Generation Marketing Solutions with Clickable and Oracle

The Clickable Team, led by LookSmart CEO, Michael Onghai and COO John Raven recently dropped by Oracle’s Campus to talk about how the two companies are working together towards delivering high performance analytics dashboards for various  industries.

You can find out more about the Clickable/Oracle partnership here.

How to Make Sense of all the Social Clutter

Sramana Mitra, founder of One Million by One Million (1M/1M), gave us a nice write-up on our ROI dashboards:

“Social networking has captured the imagination of users and businesses alike. More and more businesses today are using the social web for marketing.According to the CMO Survey, spending on social media outlets such as Facebook and Twitter, currently at 9% of marketing budgets, is projected to rise to more than 21% over the next five years.

All this social media hype has led to an explosion of social marketing channels, products, and services. However, there is still a lot of grey area in measuring the impact of social media marketing.

Clickable is one company that makes sense out of this social clutter.”

 

Continue reading at: http://smallbiztrends.com/2015/02/making-sense-social-clutter.html

Monitor

Sramana Mitra Profiles Our Clickable — the Marketing Analytics Company

The team at 1 Million by 1 Million Blog profiled Clickable under Deal Radar today:

“… The new Clickable has recently launched Clickable Marketing ROI dashboard, which allows clients to combine paid marketing analytics (e.g., Facebook Ads, Google Ads, YouTube Ads, etc) with earned marketing analytics (e.g., Facebook, Twitter, Instagram, YouTube marketing KPI’s, etc) on one platform and measure their marketing ROI in a dashboard view.

Clickable’s main value proposition is its platform. It helps ad agencies save time and eliminate human errors in collecting data from all the marketing services. Agencies use their product to give their clients a login access to their dashboard. This not only increases transparency and saves lots of time spent in generating reports but it also helps increase the lifetime value of their customers, increase recurring revenue streams, and upsell other products and services. Their dashboard platform comes with publishing, moderation, and ad buying workflow management …”

Continue Reading at … The 1M/1M Deal Radar: Clickable, San Francisco, CA

dddd

NBA Face-Off!

Basketball has officially started, and whether you’re a sports enthusiast, or apathetic to hoops, you’re likely interested in the social stats.
Today we are going to pit the Western Conference vs the Eastern conference. Which teams have the greatest Facebook presence? Who engages their fans the most?

 Western Conference:

The LA Lakers, by a huge margin, have the greatest number of fans compared to other teams in their conference. At a stunning 21 million fans, the Lakers dwarf the runner-up San Antonio Spurs, who have 5.104 million fans, and the Oklahoma City Thunder, who trail at 5.103 million fans.

1

Despite leading in fans by a wide margin, the Lakers have opted to disable user comments on their Facebook page. Disabling user comments creates disconnect from the audience and reduces engagement. To play the devil’s advocate, a fan may decide they want to vent about an issue on the Laker’s page. Instead of having the option to create a post, where it likely won’t be seen by many people, they may choose to respond to a Laker’s post, which will increase visibility of their comments.

2

 

 

Conversely, the Phoenix Suns, who have the highest amount of user posts, seemingly delete all user posts after they’ve gone up. Aside from keeping their social media manager employed, this likely also will create organic reach to non-fans, which, in theory, could lead to fan growth.

bball

Through the month of October, the Lakers have held 5 of the Top 10 Posts by Likes through the Western Conference, followed by 3 Posts from the San Antonio Spurs, 1 from the Golden State Warriors, and 1 from the Houston Rockets.

Unable to defend their top spot, it seems Lakers fans are not as apt to comment on statuses as Spurs or Suns fans. Overall, the Lakers win the engagement war for Western Division.

Being a highly successful team (and having Kobe Bryant) has its advantages in social, though there is always room for improvement. How about the Eastern Conference?

 

Eastern Conference:

The Chicago Bulls have 16.4 million fans compared to the Miami Heat’s 15.7m fans. Combined, the Eastern Conference teams have a total of 63,043,881 fans, compared to the 53,200,775 fans of the Western conference.

3

Like the Lakers, the Chicago Bulls, Miami Heat and a few other teams have opted to remove user posts as well. It would appear that there may be a tipping point between a certain amount of Facebook fans, and allowing these fans to post.

 

4

 

Of the Top 10 Posts by Likes, the Cleveland Cavaliers take the top spot with a post featuring LeBron James and Kyrie Irving. LeBron recently went back to the Cavaliers after a stint with the Miami Heat, so this likely created some buzz.

The Miami Heat hold 3 of the most liked posts, and 7 spots on the Top 10 Posts by Comments. Most comments from both the Heat and Cavaliers pertain to LeBron James. If I was the social media manager at the Cavaliers, I’d start running some fan growth ads.

The Miami Heat win round.

NBA teams are consistently posting great content, and fans are liking, commenting and sharing which leads to some great organic growth. NBA teams should take this one step further and actively engage their fans in conversation or respond to complaints. Show that your team is more than pictures of uniforms. Less popular teams can expand upon their fan base by running fan growth ads, promoting their posts (especially after a winning game), and generating team spirit. Go the extra mile with your fans and don’t be surprised if they’ll start turning up to home games wearing their favorite player’s jersey.

 

Contact us for your social dashboard demo!
It’s a slam dunk!

previewpic-825x350

Have You Tried Facebook Ad Scheduling?

Facebook’s Ad Scheduling has been out for over a month now – and it’s wonderful. Here is a brief run down and a few suggestions on ways to use this feature. Ad scheduling allows you to start and stop campaigns at specific times, regardless of time zone. For example, an Ad Set scheduled to shut off at 7PM will continue to show in Los Angeles while it is no longer showing in New York.

facebook-power-editor-ad-scheduling

So here’s the important question: How should YOU use Facebook’s new ad scheduling? That depends, what type of business are you? What are you trying to achieve? A 24/7 restaurant in the heart of the city may have:

  • Family oriented ad campaign running 11AM-7PM.
  • Adult-centric creative running from 8pm-3am. For the night enthusiasts, of course.

Say you’re a B2B business and you sell industrial kitchen appliances. You’ll want to target business owners. While at work, people are more likely to check Facebook on their phones. Create a mobile campaign targeting small business owners between 9-5 or so to hit these targets. Scheduling is exclusive to Ad Sets, meaning you can have different campaigns for different types of the day. Use Google analytics to find your peak conversion time, and adjust as needed.

Finally, scheduling is only available to lifetime budget campaigns. While a minor nuisance, you can always duplicate your campaign and re-adjust the start/stop date.

b2b-facebook-advertising-part-three-825x350

How to Turn Facebook into a Lead Generation Machine Pt. 3

Over the last year and a half Clickable collaborated with a large, well-known Enterprise Business-to-Business (B2B) software brand on their Facebook advertising.  This is the third post in our series of B2B marketing tips.

New to the series? Catch up with Part 1 and 2!

 

Tactic #5: Segment Your Remarketing to Get More Leads

Most brands are adopting remarketing, but don’t segment.  Segmentation is the key to a successful remarketing strategy.  Brands should map content to the pages a user visits, and not just show every visitor the same piece of content.  This can be especially irritating when a customer downloaded this piece of content before.

Perfect Audience and AdRoll have fantastic dynamic remarketing features, but for B2B, you can do almost anything you need with Website Custom Audiences through domain and URL rules.

To start, target people who visited specific pages but abandoned the form.  Create a landing page with the same content, but try a shorter form to see if they convert the second time.

 

Tactic #6: Show Your Content At the Right Time

Earlier this month Facebook rolled out it’s version of dayparting.  You can now choose which days of the week and times your content is shown.

For B2B, this is particularly useful because products are tied to the job, and not personal pleasure.  Via your analytics it’s easy to see what time of day your content is being downloaded.  Match that schedule with your ads and to cut wasted spend and drive down your cost per lead.

If you want to get more granular split up your campaigns by device.  For example, mobile downloads occur during rush hour and desktop downloads occur during work hours. This means you should schedule separate campaigns for each.

The one issue with day parting is that you have to run your ad groups on a lifetime budget.  Be careful how you are budgeting these out and be sure to refresh with new ad groups as needed