How can you see if people are searching for your client’s services during the early morning and evening hours?
- Monitor reach and frequency data
- Run a keyword diagnosis
- Segment performance statistics by time
- Run a search terms report
Here are two examples of how to use segments to gain insights: 1. To determine whether mobile or computers give you a better ROI, segment your keywords by device. Then you might choose to adjust your bids accordingly. 2. To isolate patterns in an ad group’s performance, segment your table by time (day, week, or day of week, month, quarter or year). If you find that your ads perform best on a particular day of the week, then you may choose to modify your bids to boost that pattern.
Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behavior.
Read more here: https://support.google.com/adwords/answer/2370266?hl=en