Very often, Retail and Business related searches go on at different times of the day, and during weekdays and weekends.

We’ve observed specific days where conversions are great, others where it’s terrible, depending on your product and marketplace demographics.

So B2B clients often just search during business hours, and B2C (Retail) frequently in evenings and weekends. Think of when you search yourslef, and at home or office…

Scheduling can filter out inappropriate searches and improve your CTR and ad position, hence lower bid prices.

A classic example is Anti-Virus and related software, which both Corporate Businesses and end-users are looking for – very different products and clients indeed!

You can test this by creating identical campaigns to run on different schedules (use the FREE AdWords Editor) and measuring conversion.