How do you adjust ad scheduling based on device usage patterns?

Adjusting ad scheduling based on device usage patterns is a smart strategy to ensure that your ads reach the right audience at the right time, maximizing your return on investment (ROI). By analyzing how device usage varies throughout the day and across different days of the week, you can fine-tune your bids and ad schedules to match when and where users are most likely to convert.

Here's how I approach adjusting ad scheduling based on device usage patterns:

📱 1. Understand Device Usage Trends
First, I need to identify how users interact with different devices at different times:

Mobile Peaks: Mobile device usage tends to peak during morning commutes, lunchtime, and evening hours, when people are on the go or relaxing at home. Therefore, mobile ads should be prioritized during these times.

Desktop Usage: Desktop usage typically spikes during work hours, especially during mid-morning and mid-afternoon when users are more likely to be at their desks and using larger screens for research or browsing.

Tablet Usage: Tablet usage often occurs during evening hours or in more relaxed environments, like while watching TV or sitting on the couch.

🕑 2. Analyze Past Campaign Data
Before making adjustments, I analyze past campaign data to understand when my audience is most likely to convert on each device. Platforms like Google Ads and Bing Ads provide device-level performance data, which is essential for this analysis.

Key metrics to look at:

Conversions by Device: Understand which device (mobile, desktop, tablet) is generating the most conversions.

Click-Through Rate (CTR) by Device: If mobile CTR spikes during certain hours or days, it indicates high user engagement at those times.

Conversion Rate (CVR) by Device: If mobile conversion rates are higher at certain times of the day, you can adjust bidding accordingly to capture these high-conversion hours.

Cost Per Acquisition (CPA) by Device: Identify when mobile or desktop traffic is more cost-effective, so you can bid more strategically.

📅 3. Optimize Ad Scheduling Based on Device Insights
Once I've identified the usage patterns and performance trends for each device, I can optimize ad scheduling in these ways:

Mobile Ad Scheduling:
Peak Mobile Times: Since mobile users are often more impulsive and action-driven, I increase bids during key mobile usage times (e.g., early mornings, lunch breaks, and evenings). These are times when users are searching for quick answers or products.

Target Specific Days: If mobile usage spikes during weekends, I may increase bids for weekend days. Alternatively, if weekdays show higher engagement, I shift more budget to weekdays.

Evening/Weekend Focus: During the evenings, mobile usage may increase as people shop or browse after work hours. I might boost mobile bids during these times to capture more conversions.

Desktop Ad Scheduling:
Business Hours: Desktop usage tends to be concentrated around work hours (9 AM to 5 PM). For high-ticket or B2B products/services, I might schedule ads to run more during these hours when users are more likely to research and convert on desktops.

Midweek Bidding: For many industries, midweek (Tuesday to Thursday) shows the highest desktop engagement. I might increase desktop bids during these days when users are more likely to engage in deeper browsing sessions.

Tablet Ad Scheduling:
Evening and Weekend: Tablets are often used in more relaxed, home environments during evening hours or weekends. If my product or service fits into this behavior (e.g., entertainment, home goods), I'd focus on weekends and evening hours for higher engagement.

📊 4. Use Bid Modifiers for Device-Specific Adjustments
Once I've identified the optimal times for each device, I can use bid modifiers to adjust bids dynamically based on device and time of day.

Increase Mobile Bids: If mobile performance is strong during peak times, I'll increase mobile bids during key hours (e.g., 7-9 AM, 12-1 PM, and 6-9 PM).

Decrease Mobile Bids During Low Conversion Periods: If mobile conversions drop at certain times (e.g., late night), I might decrease bids for those hours.

Desktop Adjustment: If desktop users show higher conversion rates during business hours, I'll increase desktop bids from 9 AM to 5 PM and reduce bids during off-hours.

⚙️ 5. Utilize Automated Bidding Strategies
Automated bidding strategies can help adjust ad scheduling and device bids more efficiently:

Target CPA (Cost per Acquisition): For campaigns where I focus on conversions, I can use Target CPA bidding with automated adjustments based on device and time of day.

Maximize Conversions: Using this bidding strategy, I allow the system to automatically adjust bids in real-time, maximizing conversions during the times when users are most likely to engage, based on device usage patterns.

📍 6. Monitor & Adjust Based on Data
I continuously monitor how each device performs over time and reassess the effectiveness of my ad scheduling adjustments. I look for:

Trends in CTR and CVR by device for specific times.

Any significant changes in user behavior due to seasonal shifts or new product releases.

Competitor activity: If competitors increase bids during specific times, I may need to adjust my schedules accordingly.

🔍 7. Testing for Optimization
I frequently run A/B tests with different ad schedules based on device usage patterns to see if my adjustments are delivering the best results. For example:

Testing different mobile ad schedules to determine if increasing bids at certain times yields better conversion rates.

Running desktop-focused campaigns during the weekdays and measuring how they perform versus weekends.

🌟 Final Thought
Adjusting ad scheduling based on device usage patterns helps you target your audience more efficiently by ensuring your ads are shown at the right times, on the right devices, and with the right bid adjustments. It helps drive more conversions, improves ROI, and ensures that your ad spend is maximized across devices.