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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 41. Day-parts, day of the week, and other cherry-picking techniques

In radio, it’s called drive time; in TV land, it’s called prime time; in the wonderful world of SEM, it’s called lunchtime. Day-parts are a way of segmenting media by the time of day, because viewer receptiveness to messages and readiness to take action varies based on the time of day. Even the retail business has day-parts—times of the day when customers are more valuable and more likely to buy.

It should come as little surprise, then, that certain search engine inventory can be bought by day-part. Day-parts are one way of selecting out the premium inventory and going beyond the average—potentially doubling your effective SEM marketing budget.

A significant percentage ...

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