Small businesses and local advertisers can now schedule their ads to run only during business hours. More sophisticated advertisers who would like to capture and exploit intra-day and intra-week cycles of buyer behavior can fine tune their campaigns in real time. For example, a retailer could run additional ads at lunch time since it is generally a higher than average time for consumer purchases. By providing advertisers with more granular control over when their ads run and how much they bid, we believe this feature will drive greater return on investment for the advertiser.

...more advanced users can automatically modify their bids based on time-of-day and day-of-week cycles in campaign performance.

Ad scheduling can also help you improve your ROI by ensuring that your ads run when it makes the most business sense. For instance, a local business may only want to run their ads during business hours, or an online retailer may want to boost their bids during their busier-than-normal lunchtime shopping period.