Use the Ad Scheduling page to specify days and times that you want the ads in your ad group or campaign to run. When you set an ad schedule, we will try to make your ads available for display only during your specified times. You can also specify a premium to be added to bids for time periods during which you want to more aggressively bid for ad placement.

Note: You can access the Ad Scheduling page from several different pages that display your ad scheduling preferences. The instructions in this help topic show only one common process for accessing the page to update ad scheduling preferences. However, any page that offers ad scheduling contains links to the Ad Scheduling page.

• Working with Ad Scheduling
• Using Bid Adjustments
• Selecting a Time Zone

Working with Ad Scheduling

An ad schedule helps target your ads are available to display to prospective customers. You can also use an ad schedule to specify a bid adjustment for specific time periods.

By default, ads are scheduled to run all day, every day. If you were to never set an ad schedule for a campaign or ad group, its ads would continuously be available to display to prospective customers. However, if you want your ads to run only during a set time period or if you want to apply a bid adjustment to your ads for certain time periods, then you must set an ad schedule.

You can set ads to run all day, to run only specific times of the day, or to not run at all on specific days. You can also mix these scheduling preferences so that your ads run on different schedules for different days. For example, you could set your ad schedule so that ads run all day on Monday through Friday, only 9:00AM to 5:00PM on Saturday, and not at all on Sunday.

Note: Ad scheduling accuracy is not guaranteed and may vary depending on the accuracy of user information, as well as other factors.

To set an ad schedule:

1. Access the details page for the campaign or ad group containing the ad schedule you want to set:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Ad Scheduling panel, click Edit. The Ad Scheduling page opens.
4. Set your ad schedule depending on your preferences:
   • If you want your ads to run all day on certain days, select the All Day checkbox under the name of the days on which you want your ads to run
   .
   • If you don’t want your ads to run at all on certain days, clear the All Day checkbox under the name of the days on which you don’t want your ads to run.
   • If you want your ads to run during a set time period of a day, click the schedule section of that day. When the scheduling popup opens, select your ad start and end times for that day. When you finish specifying your scheduling preference for the time period, click Apply. You can repeat this process multiple times for the same day to set different time periods on that day. Note that you can also select the Adjust Bid checkbox in the scheduling popup to specify a bid adjustment for that time period, as discussed in the “Working with Bid Adjustments” section below.
5. Repeat step 4 until you have set all of the days and times you want your ads to run.
6. Click Save in the Ad Scheduling page to apply the ad schedule to your campaign or ad group.

To edit an ad schedule:

You can edit an ad schedule simply by clicking it on the Ad Scheduling page. When the scheduling popup opens, edit your ad start and end times for that day.

To remove an ad schedule:

If you no longer want to run an ad schedule, you can remove it from the campaign or ad group. To remove an ad schedule:

1. Access the details page for the campaign or ad group containing the ad schedule you want to remove:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Ad Scheduling panel, click Edit. The Ad Scheduling page opens.
4. Click the time period you want to remove. The scheduling popup opens.
5. Click Remove This Time Block.
6. Repeat steps 4 – 5 for all schedules you want to remove.

Note: If you remove all scheduled time periods for a previously scheduled day, then ads are no longer scheduled for the entire day (the entire day is blocked). If you want to turn ad scheduling back on for the entire day, you must select the All Day check box for that day.

7. Click Save in the Ad Scheduling page to apply the changes to your campaign or ad group.

Using Bid Adjustments

Bid adjustments enable you to increase your current bid for selected time periods, allowing you to better compete for ad placement during your preferred time periods. When you set a bid adjustment, you specify a percentage or a fixed monetary amount by which to increase your current bid only during your selected time periods. For example, you might schedule your ads to run all day Monday through Friday and have a current bid of $1.00. But you might decide that, while the $1.00 base bid is sufficient for off hours during the week, it’s particularly important that your ads run more competitively during normal business hours of 9:00AM to 5:00PM on Monday through Friday. You could then set a bid adjustment to increase your bids during the selected time periods, allowing them to be more competitive during those times. In this example, if you were to set a bid adjustment of 50%, your new bid during the selected time periods would be $1.50 ($1.00 original bid + 50% of that bid amount). Or if you were to set a fixed bid adjustment of $1.00, your new bid during the selected time periods would be $2.00 ($1.00 original bid + $1.00 fixed bid adjustment).

Current bid adjustments are listed with your scheduled time blocks on the Ad Scheduling page. If the bid adjustment says “Bid + 0%” then you do not have a bid adjustment set for that scheduled period.

Keep in mind, if you also set bid adjustments for other targeting preferences (geo-targeting and/or demographic bidding), then those premium bids will still apply and all applicable bid adjustments would be cumulative for the targets that are affected. For example, assume you currently have a $1.00 base bid and set all of the following bid adjustments:

• 50% bid adjustment for Fridays (50% of the $1.00 bid equals 50 cents)
• 25% bid adjustment for ages of 30 to 34 (25% of the $1.00 bid equals 25 cents)
• 25 cent bid adjustment for males
• 50 cent bid adjustment for the cities of Boston and New York

If an ad is displayed to prospective customers who meet all of these four targets, the bid adjustment would be cumulative for all four targets. In this example, the new bid would be $2.50 ($1.00 original bid + $1.50 total bid adjustments). If an ad is displayed to prospective customers who meet two of the four targets, the bid adjustment would be cumulative for the two applicable targets.

Note: We do not apply an ad schedule bid adjustment if we are unable to determine the prospective customer’s location (and thus their time zone).

To set bid adjustments for ad schedules:

1. Set your ad schedule as discussed in the “Working with Ad Scheduling” section above.
2. On the Ad Scheduling page, click the time period for which you want to specify a bid adjustment. The scheduling popup opens.
3. In the scheduling popup, make sure that the appropriate timeframe is selected and then select the Adjust Bid checkbox.
4. Select the bid option for the type of bid adjustment you want to use and then type the amount of the bid adjustment. You can use either a percentage that’s based on the current bid or a fixed dollar amount. The amount you specify is added to the current bid to set the new bid for the specified time period.
5. Click Apply.
6. Repeat steps 2 – 5 for all bid adjustments you want to set.
7. Click Save in the Ad Scheduling page to apply the bid adjustment(s) to your campaign or ad group.

To edit a bid adjustment:

You can edit a bid adjustment simply by clicking the corresponding schedule on the Ad Scheduling page. When the scheduling popup opens, edit your bid adjustment for that time period.

To remove a bid adjustment:

1. Access your ad schedule (which includes bid adjustments ) as discussed in the “Working with Ad Scheduling” section above.
2. On the Ad Scheduling page, click the time period for which you want to remove a bid adjustment. The scheduling popup opens.
3. Clear the Adjust Bid checkbox.
4. Repeat steps 2 – 3 for all bid adjustments you want to remove.

Note: Clearing this checkbox only removes the bid adjustment. It does not remove the scheduled time period. To remove the scheduled time period you must click Remove This Time Block in the scheduling popup, as discussed in the “Working with Ad Scheduling” section above.

5. Click Save in the Ad Scheduling page to apply the changes to your campaign or ad group.

Selecting a Time Zone

There are two different time zones on which you can base your ad scheduling and bid adjustments:

• Audience time zone: If you select the audience’s time zone, your ad schedules and bid adjustments will be based on the time zone of the prospective customer(s) to whom your ad is displayed.
• Your account time zone: If you select your account time zone, your ad schedules and bid adjustments will be based on the time zone you specified for your account. This means that prospective customers outside of your account time zone may actually see your ads earlier or later than your scheduled period (depending on the difference between their time zone and your account time zone).

The default setting is the audience time zone. However, you might want to select your account time zone if, for example, you only want your ads to run during your local business hours.

To change a time zone for your ad schedules and bid adjustments:

1. Access the details page for the campaign or ad group containing the ad schedule time zone you want to update:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Ad Scheduling panel, click Edit. The Ad Scheduling page opens.
4. Next to the “Display ads based on” setting, where your current time zone is specified, click Edit. The Select Ad Scheduling Time Zone dialog box opens.
5. Select the time zone you want to use for the current campaign or ad group and then click Apply.
6. Click Save in the Ad Scheduling page.

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To learn more about targeting and scheduling, see:

• Demographic Bidding
• Geo-Targeting