Project: In an effort to improve efficiency for our paid search campaigns, we deployed a dayparting test. We analyzed times of day when people most often convert on the site and tested raising bids for paid search during these higher-converting times.
Results: Compared to a 6-month average for the property, the test had a 1.5% higher CTR, 0.76% higher conversion rate, and a 30% lower average CPC.
