Dayparting for Amazon PPC – Limitations and Recommendations

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Are you struggling to get the most out of your advertising budget on Amazon?

Do you find that your campaigns have a significantly low conversion rate, leading to a lot of wasted ad spend and higher cost per acquisition?

Imagine if you could use a method that allows you to display your ads to potential customers precisely when they’re most likely to convert.

Yes, that’s what dayparting is all about.

In this blog post, we will discuss what Amazon PPC dayparting is, how it works, and how you can use dayparting for your brand.

What is Dayparting?

Dayparting is an advanced advertising technique that enables you to adjust your campaign’s bids, budget, and placement modifier on an hourly basis. This helps you maximize the efficiency of your ad budget by displaying your ads to customers when they are most likely to shop for your products or make a buying decision.

Dayparting with Hourly Performance Data

Gone are the days when people used to create their dayparting strategy based on a general consumer behavior assumption. Not all shoppers are the same, and neither do they always behave in a similar manner. This is why previously, dayparting schedules created based on assumptions didn’t work for all brands.

But with the introduction of Amazon marketing stream data, everything has changed.

With Amazon marketing stream, Amazon provides your campaign’s performance data, such as spend, sales, ACOS, CPC, CVR, etc., on an hourly granularity.

What does this mean for you?

Well, now, you can study your customer’s shopping behavior to understand when they are just window shopping, when they are buying your product, when they are not seeing your ad at all, and much more.

Once you have this understanding, you can leverage dayparting capabilities to increase and decrease your bids and budget on an hourly granularity.

Adbrew hourly performance data

What does this mean for you?

Well, now, you can study your customer’s shopping behavior to understand when they are just window shopping, when they are buying your product, when they are not seeing your ad at all, and much more.

Once you have this understanding, you can leverage dayparting capabilities to increase and decrease your bids and budget on an hourly granularity.

Benefits of Using Amazon PPC Dayparting

1. Avoid CPC rush of inital few hours of the day

Amazon refreshes the budget for all advertisers at midnight sharp. As a result, competition is at its highest during the initial few hours of the day because none of the advertisers have exhausted their budgets. Consequently, the cost-per-click (CPC) is also high during this period. This phenomenon of high CPC during the initial hours of the day is commonly referred to as ‘CPC rush.’ As the day progresses, advertisers with limited budgets begin to run out of funds, which, in turn, lowers the CPC.

With dayparting, you can decrease your bids or even pause your ads during these rush hours to ensure that the majority of your campaign budget is used during the hours when CPC is lower.

2. Go aggressive with ads when your customers are more likely to buy

With Amazon marketing, you can discover the peak hours and days for your brand when you receive the most orders. For instance, it could be possible that you receive the maximum number of orders during the last 6 hours of the day, or maybe the majority of your shoppers shop on weekends. 

Based on the marketing stream insights, you can create a dayparting strategy to be more aggressive with your bids and budget, maximizing your chances of being discovered by your shoppers.

3. Maximize the efficiency of limited ad budget

Do your ad campaigns frequently gets out of budget, leaving you with insufficient funds for advertising? In such cases, you can utilize dayparting to run your ads during selected hours of the day and days of the week when they are more likely to drive conversions for your brand. This practice will ensure that your limited ad budget is being used in the most effective manner.

How to Set Up Dayparting for Your Brand?

Adbrew provides you with access to both hourly campaign performance data and the flexibility to create a dayparting strategy for adjusting bids, budgets, and placement modifiers in your campaigns.

All you need to do is specify when you want to increase or decrease your bids and budget and by what percentage.

Adbrew dayparting data

Finally, link your dayparting strategy with the campaigns for which you want to use the dayparting feature. Adbrew allows you to apply dayparting to all three campaign types: Sponsored Products, Sponsored Brands, and Sponsored Display.

In fact, you can create a single dayparting strategy and associate it with multiple campaigns in bulk across your various accounts. This feature is particularly valuable for agencies or brands managing a large number of Amazon advertising accounts across multiple marketplaces.

Create Auto Dayparting Strategy with Adbrew

You no longer need to manually analyze your campaign’s hourly performance data to find the optimal hours of the day and set up a dayparting strategy.

Adbrew can automatically analyze your campaign’s hourly performance and come up with a dayparting strategy based on your brand’s goals.

For example, if your goal is to improve the ROAS of your campaign, system will automatically identify the hours to increase and decrease bids to maximize ROAS.

Ready to get started with Adbrew?

Use Adbrew's auto dayparting capabilities to generate an hourly schedule that aligns with your brand's goals

Final Thought on Amazon PPC dayparting

In conclusion, crafting a dayparting strategy that aligns with your campaign’s real-time hourly performance can prove to be a game-changer in maximizing the efficiency of your advertising budget. By meticulously analyzing and adapting to how your target shopper behaves throughout the day, you’ll not only boost your ROI but also ensure that your marketing efforts are reaching the right audience at the right time.

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