Have you ever driven to a store in the evening to make a purchase, only to discover this sign hanging in the window?

Frustrated, weren’t you? As a consumer, you just wasted your time and gas money, and now you have to come back the next day during business hours, go to a different store that’s open, or just forget about it altogether and go home and watch some primetime television.

And as for the store that was closed at the time, they probably just lost out on your sale. Everyone loses.

So let’s say you’re shopping online in the evening instead, you click on an enticing ad and then decide that you’d like to speak with a customer service rep to make the purchase because you’ve got some questions and order specifications. You pick up the phone and dial the business number, only to hear the following automated message:

“Thank you for calling (insert company name here). Unfortunately we are closed at this time. You can reach us during our store hours which are Monday through Friday from 9am to 5pm Eastern. Thank you.”

Everything in this scenario is the same as the first brick-and-mortar example except for one major thing: the online business just wasted valuable advertising spend on a click that didn’t result in a conversion.

Similar scenarios involving PPC advertising occur online every day, especially with businesses who carry out most of their transactions through the phone. Examples of businesses where this is common include ones who sell in bulk, have customizable products, or simply require all transactions be made over the phone.

If your business operates “9 to 5” and most transactions happen over the phone, you might test saving money by using Ad Scheduling to only show your ads during this time frame.

If you’re not familiar with Ad Scheduling, it’s an AdWords feature that lets you specify certain hours or days of the week when you want your ads to appear.

The Ad Scheduling feature is found under the Campaign Settings tab > Advanced settings > Ad scheduling. Click “Edit” and a window will appear where you can set your ads to run only during your desired hours.

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If you click on “Bid adjustment”, you can get a little more advanced by adjusting pricing for your ads during certain time periods. For example, if you know that your call volume is highest between 1:00 p.m. and 5:00 p.m., you can bid more for impressions or clicks during that period.

Remember: No one likes seeing the “Sorry, We’re Closed” sign, so don’t be the company that wastes money sending people there.