Question

Campaign A and B have identical keywords, ads and settings. The only difference is when and duration. Campaign A Monday to Sunday, 9am-11am Campaign B Monday to Sunday, 11am-5pm Campaign B runs longer than Campaign A When the campaigns run should impact campaign performance. Performance are cost/conversion and average cpc. Does duration impact the campaign perfomance?  

Answer 1

Of course it does

Comments

I know timing has performance impact but if the duration has an impact too, wouldn't duplicating the campaign be bad?  
https://youtu.be/sf3CC9kSOdM?t=87

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It doesn't make sense to duplicate it. It might affect smart bidding if you're buying into that con. The main downside I see is you're splitting your performance data into two containers.  

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@eastern Separating it has better control over max CPC, rather than using ad schedule tweaking % increase or reduction bid. My question is more for manual bidding campaigns though. Does ad duration with a higher data rate impact the quality score? Will a 6 hours per day campaign have better cost/conversion than a 2 hours per day campaign?