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At 5 p.m. on Friday, the weekend kicks off and everyone's mindset shifts. The important question is, "are you adjusting your marketing model during that period?" Many companies keep their same ads, budget and targeting during the Friday through Sunday period, even though their consumers are in a very different mindset.Â
Just as you want to split test different ads and offers during the week, it's important to evaluate whether a different marketing model returns the best ROI during the weekend.
One initial aspect to consider is your core audience. If you're targeting business to business (B2B) offers, then decision makers are less likely to be making vendor decisions during this period. As a result, you may want to scale back your offerings or test a slightly different variant by relying upon lead generation rather than direct sales through your landing pages.
On the other hand, if you're a travel company, you may want to ramp up your offers for consumers who may have that itch for adventure. Depending on the nature of your business, consumer behavior during the weekend may be entirely different than during weekdays.
To start, you can review the conversion and traffic performance of your campaigns during the week relative to the weekend. You may find, for example, that Fridays perform well while your ROI drops on Sundays. With search engine marketing, you can adjust your bids or display time for ads during down periods, which can provide you with additional budget for times when your campaigns are performing optimally.