Bid Optimisation is a huge part of a successful digital marketing campaign. There are 100's different potential signals that ad-platforms can take into consideration when serving an ad which you can read more about here.
Time of day/day week is just one example, but for instance - you're searching for "takeaway near me" on the way home on Friday night - you're probably not just doing research - you are likely highly motivated to get a delicious take-away!
In Google & Microsoft Ads you have the ability to increase or decrease bids based on the time of day (like a Friday night) and increase your chances of capturing an important potential customer or, decrease wasted spend on an unmotivated user.
Of course decisions like this are rarely as simple and one-dimensional as the example above so wherever possible we recommend making use of advanced smart bidding solutions and letting machine learning take care of the decisions for you. However, if you have a specific case you'd like to set manually then you can follow these simple instructions in Google.
Add or remove a bid adjustment on the Search Network
Sign in to your Google Ads account.
From the page menu on the left, click Locations, Ad Schedule, Devices, Audiences, Demographics, Placements, or Advanced bid adj. Clicking Advanced bid adj. opens the Interactions page, where you can set your bid adjustments for calls, audiences, or demographics.
Select the row that you’d like to adjust, and click the pencil icon under the 'Bid adj.' column. If you want to set bid adjustments for Devices, you also have the option to choose an ad group.
Choose 'Increase' or 'Decrease' from the drop-down menu, and enter a percentage. To remove a bid adjustment, delete the value in the field.