Why is 3pm Wednesday the best time to use Facebook Ads?

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Many industry professionals will give you very black and white answers about the best time to post on Facebook and turn on your ads. However, although there are some general metrics to be aware of, there is no universal answer to this question or a one-size-fits-all approach.

Complications with Facebook
Firstly, Facebook’s algorithms are quite complicated, and there is no guaranteed way to ensure all users see your posts, whether organic or paid. Some people run Facebook ads and follow all the standard rules about best times to post and get zero to little traction. This is because although weekends are generally thought to be best time to run ads or post on Facebook, different demographics display different behaviour.

Furthermore, although people are active on Facebook at the weekend, people tend to spend money online earlier in the week. Traditionally, online retailers have found that the highest-earning day of the week is Monday, whereas Saturday and Sunday are the lowest-earning days. Data from eBay, Paypal and Shopify confirms this, by showing that their biggest weekly peak for online shopping is Mondays between 11am and 1pm.

users engage 18% more with content posted on Thursday & Friday

Facebooks Peak Times
HubSpot’s detailed breakdown of social media activity, reveals three peak times for Facebook usage throughout the week:

  • 12pm-1pm on Saturdays and Sundays
  • 3pm-4pm on Wednesdays; and
  • 1pm-4pm on Thursdays and Fridays

Interestingly, users tend to engage 18 per cent more (higher click-through rates) with content posted on Thursdays and Fridays, and on weekdays between 1pm and 4pm, than at other times.

facebook users engage 18% more on weekdays between 1pm & 4pm

Running your Ads on a Set Schedule
Once you’ve established the best time to run your ads, you need to input your ad schedule into Facebook’s ad creation tool. After you’ve set your campaign objective, you’ll be directed to a page which allows you to set your target, budget and schedule.

Under schedule, there are two options to choose from: “Run ads all the time” or “Run ads on a schedule”. Select the schedule option. This opens up a grid which lists all the days of week and each hour of each day. Click inside the boxes that represent the corresponding hours and days that you want your hours to run.

https://www.youtube.com/watch?v=kCIiwWbdOio

Click here to watch the Mark Zuckerberg keynote address at the F8 conference April 2017 Facebook say they are investing in a number of foundational technologies over the next ten years, including connectivity, artificial intelligence, and virtual and augmented reality.

The great thing about Facebook ads is if you’re running a national campaign, Facebook will display ads to each user according to their time zone. So, if the time you want your ads to be visible is Wednesdays from 3pm-5pm, people in Sydney will see the ad on Wednesdays from 3pm-5pm NSW time and people in Perth will see the ad on Wednesdays from 3pm-5pm WA time.

Ultimately, the best advice on what time to turn on your Facebook ads is to do your own research and to track the habits of your target audience using Facebook Analytics and Google Analytics. Continue to monitor, test and optimise until you achieve the desired results.

Mark Zuckerberg revealing what’s next for Facebook at the F8 developer conference April 2017

Click here and see 5 more great reads from our digital expert Luke Chaffey:
1. What is seasonal marketing?
2. How to avoid 4 common SEO issues
3. 7 social media tactics you need to avoid
4. How to get and retain email subscribers  
5. Improve your ecommerce conversion rate

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Luke Chaffey
Luke Chaffey is a senior member of the KBB Digital team, and heads up the search marketing division. With a keen eye on innovation and developing digital trends, Luke regularly attends the Google Partners Masterclass, and is also a prolific writer for websites such as Yahoo, The Australian Government (Digital Business sector), Kochie’s Business Builders, Smarter.Digital, KBB Digital.

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