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Google lets advertisers schedule campaign breaks

AdWords to allow advertisers to adjust bids and pause campaigns for specific hours or days.

Google launched on Thursday evening an AdWords feature that lets advertisers increase or reduce bids for keywords and pause ad campaigns during a specific time or day.

Ad scheduling, known as dayparting in the industry, will enable a sports apparel firm to schedule an increase in its search keyword bids on Sunday afternoons to catch the post-televised football game viewers, for example, said Richard Holden, a product management director for Google's advertising unit.