In a bid to offer functionality already provided by Microsoft's adCenter, Google AdWords will be releasing a new ad scheduling feature in the coming weeks, allowing advertisers to schedule their ads for weekends or weekdays only, or other specified days of the week, according to a post by Jennifer Slegg on the Search Engine Watch blog (via Marketing Pilgrim). Dayparting will also be available.

Advertisers will be able to schedule their ads to be served at specific times - say, lunchtime or late night, according to the post. According to Google, the new functionality is the result of requests from advertisers and agencies.

A comment left by Shimon Sandler on Marketing Pilgrim warns, " If everyone gets excited with this new feature, and decides to try it out all at once, the remaining advertisers in a given space could find very cheap CPC's and high ranking because all the competition decided to try dayparting."