A question for experts on Google Adwords

[Rhyl Lightworks]

I have just done a survey of when we make most sales on our website. These are for mainly private customers in the UK, and most of the sales are generated by Google Adwords. The results show there is little statistical difference between days of the week (although Thursdays and Fridays seem a little lower than other days and Saturday afternoon is better than any other day). What is very significant though (perhaps unsurprisingly) is 83% of sales occur in the afternoon and evening, and only 17% in the morning.
My question(s) are -
As you can pause and restart Google campaigns at will, is it better to concentrate expenditure on the busier times, or maybe better on the quieter times, or does it make no difference?
If it is better to concentrate on specific times, is there a way of switching Google campaigns on and off automatically at pre-determined times, or does this all have to be done manually?

[Coding Monkey]

You can set the exact time that a campaign runs. Click on "Edit Settings" under the main Campaign page and you'll see "Turn on ad scheduling". You'll then have a pretty detailed view of when your adverts should run.

[SillyJokes]

Your sales pattern is different from ours in that Saturday afternoon sucks! Sat is the worst day for sales at our site. I suppose it is because our products are bought specifically for an event whilst yours are not quite so time specific. Facinating stuff.

One way to ensure you make the maximum from your google adwords is to ensure your site is converting at it's best and I can highly recommend getting a usability study done in it. You can get an expert review for about £750 + VAT which would give you some fantastic ideas that would definately improve conversions.

It's a good way of making more money from your existing Google Adwords budget.

PM me if you want the details of the guys who do expert reviews for £750.

With the utmost respect I think your site could perform better for you.

[SillyJokes]

Heres one thing you could do that would immediately improve conversions on your site.

Optimise your images. They are currently so massive that they are slowing your page load time right down to an unacceptable level. People will leave your site because of this unnecessary waiting time on each page.

If your images are optimised your load time with be instantaneous, people will not get bored so quickly and are more likely to complete their task (buy a bulb) whilst on your site.

[SteveGibson]

What is very significant though (perhaps unsurprisingly) is 83% of sales occur in the afternoon and evening, and only 17% in the morning.

That is significant.

But what does it mean?

I don't know if you've done this already, but have you looked at what %ge of your adwords clicks are in the afternoon/evening?

If it's round about 83%, then the value of a morning click would appear to be the same as a later click.

Also, what %ge of your impressions are in each time zone? This should give you an idea of your CTR, which will affect bid cost.

Steve