The Google AdWords ad scheduling setting lets you specify certain hours or days of the week when you want your PPC ads to appear. Ad scheduling can give your PPC campaign a better 'bang for your buck' by improving your ROI by making sure that your ads only run when it makes the most sense for your business.

If you are from a B2B context you might schedule your ads to run only during business hours - let's assume only weekdays say from 8:00 am to 6:00 pm. targeting business hours when you think your audience is looking for your products/services. Setting up the ad scheduling is easy as ABC - or B2B! Simply log in to your AdWords account, go to the settings tab, then advanced settings and there you find the ad scheduling settings.

But how can you be certain your scheduled ads actually target your audience effectively, that you are spending your cost per click on your desired audience? This is where your Google Analytics account come into play. Google Analytics Custom Reporting can help you take out the guesswork in ad scheduling when your audience is looking for your products/services. Let your website visitors, who are your audience determine when to target your PPC audience.

By setting up a custom report you can find out how visitors are behaving on your website at what hours of the day, at what days, pages per visit and bounce rate. With this information you can adjust the PPC ad scheduling and budget accordingly.

To set up custom reporting simply login to your Analytics account, click on custom reporting in the left menu and in the top right corner click on "create a new custom report". Nothing needs to be installed or verified.

In the left menu called 'Metrics' click on 'Site Usage' and drag-and-drop 'Entrances' (along with good traffic quality indicators 'Time on Site', 'Pages per Visit', and 'Bounce Rate') one by one across to the 'Metric' boxes. Then do the same thing with 'Dimensions', click on 'Visitors' and drag-and-drop 'Day' over to the 'Dimension' box and 'Hour of the Day' over to the 'Sub-Dimension' box.

Then rename your custom report to whatever you want to call it by editing the title. Click the 'Preview' button to see your custom report and if you are happy with the report then finally click on 'Create Report'. Now you have created your custom report!

With these metrics in your custom report you can in more detail find out how visitors behave on your website, during what hours of the day and at what days. Based on the information you get from the report you might want to refine the PPC ad scheduling.

In the example above the majority of entrances to the website happened in late afternoon between 2:00 pm and 5:00 pm and on Mondays and Fridays. From this example scheduling the PPC ads to run only on 8:00 am to 6:00 pm on only weekdays would be advisable.

Set aside a couple of hours to learn Google Analytics custom reporting. Apart from creating a custom report in Google Analytics to refine PPC spend and strategy you can create a custom report to help you optimise your online leads and conversions.