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Regarding Mistake Two: Don’t advertise around the Clock.
We've recently had some success by splitting down our campaigns to Day & Night. So basically duplicating all our campaigns and prefixing them Day- and Night- then using a lower CPC on the night ads.
We're still getting a good CTR for less cost in the evening. Guess it just depends on when you're getting orders throughout the day. We were able to run a few queries on our database and see when people were first hitting the site to when they actually order.
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