Optimization
What is Dayparting?
Amazon PPC Dayparting
Adjusting ad bids or budgets based on time of day or day of week.
Dayparting (also called ad scheduling) is the practice of adjusting your advertising spend based on the time of day or day of the week to maximize efficiency.
Why Dayparting Works
Customer behavior varies throughout the day:
- Morning commute - Mobile browsing
- Lunch break - Research mode
- Evening - Prime buying time
- Late night - Lower intent browsing
- Weekends - Different shopping patterns
The Problem
Amazon doesn't offer native dayparting. Your ads run 24/7 at the same bids, even when:
- Conversion rates are low (3am)
- Competition is highest (evening)
- Your budget depletes before prime hours
Dayparting Strategies
Conservative Approach
Reduce bids during low-performing hours:
- 12am-6am: -30% bid
- 6am-9am: Standard bid
- 9am-5pm: Standard bid
- 5pm-11pm: +10% bid (prime time)
Aggressive Approach
Pause campaigns during consistently unprofitable hours, maximize spend during peak times.
Budget Pacing
Allocate more daily budget to be spent during high-conversion windows.
Analyzing Your Data
Look at your campaign data by hour:
| Time Block | Impressions | Clicks | Orders | ACoS |
|---|---|---|---|---|
| 12am-6am | 10,000 | 50 | 1 | 85% |
| 6am-12pm | 25,000 | 200 | 15 | 22% |
| 12pm-6pm | 30,000 | 280 | 22 | 20% |
| 6pm-12am | 35,000 | 350 | 35 | 18% |
This data shows evening is most efficient.
Dayparting Best Practices
- Collect data first - 30+ days minimum
- Consider your category - B2B vs B2C timing differs
- Account for time zones - Your customers may span multiple
- Use automation - Manual dayparting is tedious
- Test and iterate - Performance changes seasonally
Examples
- →Reducing bids by 30% between 12am-6am when ACoS is 80%
- →Increasing budget allocation to evening hours when conversion rates peak
Related Terms
Track your Dayparting automatically
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