Market A’s ROI Is Higher on the Weekends
In Market A, ROI on click cost incurred on weekends is higher. This is due to the compounding effects on weekends of lower weekend Cost Per Click, more Calls Per Click, and better CSR Booking Rate. And, while weekend Average Transaction Size is actually lower, this factor is outweighed by the compounding positive effects of other factors.
Market A’s ROI Is Highest Between 7pm and 9pm
In Market A, while cost per click is generally (i.e. on Mon-Weds and Thurs-Sat) lower in the late afternoon and evenings, ROI from 7pm to 9pm is generally the highest. However, the reason for this higher ROI differs depending upon the day. For example:
- The higher ROI between 8pm and 9pm on Mondays and between 7pm and 9pm on Tuesdays is primarily attributable to a combination of lower Cost Per Click and higher Average Transaction Size.
- The higher ROI between 7pm and 9pm on Wednesdays is primarily attributable to a combination of lower Cost Per Click and better Booking Rate.
- The higher ROI between 7pm and 9pm on Friday and Saturday is primarily attributable to a combination of lower Cost Per Click and more Calls Per Click.
Market B’s ROI is Higher on Saturday
The first insight that was generated for Market A (“Market A’s ROI Is Higher on the Weekends”) is not true for Market B. While Sunday is the highest ROI day for Market A and Saturday is the second highest ROI day for Market A, this is not the case for Market B. Market B’s highest ROI day is Saturday, with Sunday being Market B’s second to lowest ROI day.
Technician Scheduling Implications
The above insights had not only bidding, ad scheduling, and ad copy implications for our paid search campaigns, but also potential call center scheduling and technician scheduling implications. For example, the client originally had concerns over lifestyle implications for technicians working on weekends. However, the high weekend ROI for Market A and higher Saturday ROI for Market B led our team to recommend compensation changes as a solution based on increased profitability.
The client can revisit call center staffing based upon examination of whether Booking Rate variation was inherently due to Day of Week and Time of Day. Or, whether Day of Week and Time of Day were simply a proxy for certain CSRs being on duty. Was Market A’s high Booking Rate on Wednesdays during the 8pm to 9pm window due to the date and time, or was it due to the fact that someone exceptionally good at booking appointments was taking calls in the call center at that time? If certain date and time windows are inherently better for appointment booking, the client can shift the CSRs that are better at booking appointments to other date and time windows. A method of exploring this would be to analyze the overall performance of technicians that are on duty during that date and time window relative to other technicians.