Allows you to control when ads are displayed based on the hour of day and the day of week. Apart from turning ads on and off, you can also use the adUsed to structure your ads, keywords (for search campaigns) and targeting (for GROUP) schedule to adjust the final bid amounts at particular times. For example, if you see a higher conversion rateThe percentage of clicks (or interactions) that result in a conversion. in the afternoons, you could adjust bids up by +10% which would mean a default bidThe bid specified for the ad group that will be used by Google in an ad auction. You can override the default bid by entering a specific bid for the individual keyword (or display placement), these individual bids can be higher or lower than the default and will be used instead of the default bid amount. Bids can also be modified using a bid adjustment.... Always-R Glossary of $1 would become $1.10 at those times of the day.