In the cutthroat world of Amazon sales, Amazon PPC advertising has become a vital instrument for sellers seeking more exposure and a boost in sales.
Not only do sellers have to be sure they’re using the correct keywords in their campaigns, but something many of them could neglect is when your advertising should be running.
Among the several techniques sellers use, dayparting has attracted a lot of interest for its ability to maximize ad expenditure and more precisely target markets.
We will explore in this post-Amazon PPC Management Dayparting, its advantages, implementation techniques, and best practices.
What is Amazon PPC Dayparting?
Dayparting, sometimes referred to as ad scheduling, is the technique of arranging PPC advertising to run during designated periods of the day or week when they most likely will reach the target demographic and generate the best returns.
Analyzing consumer behavior patterns and past data helps sellers find ideal times to show their adverts.
For example, if you notice your products sell best in the afternoon, dayparting can be used to run your ads during your busiest time of day and turned off when sales are slower.
2024 Guide for Amazon Advertising for Sellers
Whether you operate a big brand, are introducing your first private label product, or reselling wholesale goods, you absolutely must have an Amazon advertising plan in place.
Importance of Dayparting in Amazon PPC
Dayparting enables sellers in the framework of Amazon PPC advertising to strategically allocate their expenditure towards times when the conversion rates are maximum, therefore optimizing the effectiveness of their advertising campaigns.
Avoiding expenditure during low-traffic hours and/or days helps sellers reduce resource waste and maximize return on investment (ROI).
The number one challenge all Amazon sellers and brands face is increasing ad costs, according to the 2024 IndeedSEO State of the Seller Report. By utilizing dayparting within your Amazon advertising strategy, you can ensure your ads only show during your busiest days or hours.
Benefits of Amazon PPC Dayparting
Ensuring your ad campaigns are running efficiently and profitably is something all sellers should be worried about. In fact, 38% of Amazon sellers are concerned with increasing advertising costs.
To combat rising costs, sellers should implement dayparting to allocate their ad spending more wisely. Let’s go over some more benefits of Amazon PPC dayparting.
▶ Enhanced targeting.
Dayparting helps retailers match their advertising campaigns to the browsing and buying patterns of their target market. Ad display at peak shopping times will help retailers raise their chances of attracting possible consumers when they are most ready for purchase. For specific days when sales might be weaker, sellers might also decide to turn off the adverts.
▶ Evenly distribute ad budgets.
While dayparting is used to serve your ads during optimal shopping hours, sellers can also use dayparting to ensure their daily ad budget is evenly distributed throughout the day. Sellers can budget out with percentages for each hour of the day so you never run out of budget during peak conversion hours or when competitor budgets are exhausted.
▶ Cost optimization.
By focusing on ad spend during hours with the highest conversion rates, sellers can avoid wasting their budget on less productive time slots. This cost optimization improves the efficiency of advertising campaigns, increases ROI, and ensures a better allocation of resources towards driving actual sales.
▶ Improved performance metrics.
Implementing dayparting allows sellers to track and analyze performance metrics such as click-through rates, conversion rates, ACoS, and ROaS more accurately. By measuring the impact of different time slots on these metrics, sellers can refine their dayparting strategy over time to achieve better results.
How To Increase Your Amazon Conversion Rate
▶ Strategies for Amazon PPC Dayparting
Knowing what dayparting is and why it is crucial, let’s review several PPC dayparting techniques now.
▶ Research of data.
Analyzing past data to spot trends in consumer behavior comes first in using dayparting for Amazon PPC. Sales performance, traffic volume, and conversion rates should all be looked at by sellers over many times of the day and days of the week.
▶ List prime times.
Data analysis helps vendors identify the times when their target audience is most active on the platform, therefore guiding their decisions. These are the times when ad visibility should probably translate into more interaction and conversion.
▶ Adjust campaign settings.
Once the peak hours have been identified, sellers can adjust their campaign settings within the Amazon Advertising platform to schedule ads accordingly. This may involve increasing bid amounts during peak hours to ensure higher ad placement and visibility.
▶ Monitor and optimize.
Continuous monitoring of campaign performance is essential for optimizing dayparting strategies. Sellers should regularly review metrics and adjust their ad schedules based on evolving trends and customer behavior patterns.
▶ Amazon Advertising Report
This annual report examines paid campaign data to explore how brands and sellers are advertising on Amazon. It also reveals which strategies and products result in the greatest return on ad spend (RoAS).
Best practices for Amazon PPC Dayparting
Want to start dayparting your Amazon PPC campaigns? Perfect, let’s go over some best practices when implementing dayparting into your Amazon Advertising.
▶ Start with broad time windows.
When initially implementing dayparting, we suggest starting with broad time windows (morning, afternoon, evening) and gradually refining the schedule based on performance data.
▶ Consider time zones.
Dayparting is based on the time zone of the advertising account, and rules apply time-based changes according to the timezone associated with each campaign.
▶ Test and iterate.
Experimentation is key to finding the optimal dayparting strategy for a specific product or market. Sellers should conduct A/B tests and analyze the results to identify the time slots that generate the best ROI.
▶ Utilize automated tools.
There are many tools available to help sellers effectively set up dayparting in their Amazon Advertising campaigns. IndeedSEO Cobalt Ad Accelerator has a dayparting feature to control ad spending down to the hour.
Here is what it looks like inside of the Ad Accelerator tool with dayparting turned on. In the image below, the days with a higher number indicate a larger portion of an advertising budget being allocated during those specific time slots.
How to set up dayparting in IndeedSEO Cobalt
- Once you are signed into your Cobalt account, go to the Amazon Ads tab and click on campaigns.
- Next, choose the campaign you want to set up dayparting for.
- On the next screen, you will see a menu with different metrics. Scroll over until you see “Automation.”
- Here, you will see an option for dayparting. Enable dayparting and choose an automation profile or create a new one.
- Now you will be able to set up your dayparting configuration. You can choose to raise or lower your bid multipliers for each day of the week or each hour of the day.
- Once you are done, hit Save Changes, and your campaign is now set up for dayparting!
- Dayparting has many drawbacks even if it allows advertisers to reach their target market during busy shopping seasons.
▶ This can lead to overspending.
If you only show your advertising during peak shopping periods for your specific product or specialty, you could end up spending more per click during greater traffic times, therefore negating your aim of lowering the cost per click and spending more of your budget in a shorter period.
▶ Not every consumer shops at once.
Yes, there could be moments during the day when most of your clients are shopping, but you could overlook the ones with distinct purchasing preferences. To target these consumers, make sure to allocate a portion of your ad spend budget during slower hours while dayparting.
Do your Amazon ad campaigns use dayparting?
For retailers trying to maximize the effectiveness of their advertising efforts and get higher return on investment, Amazon PPC dayparting is a useful tactic. Targeting may be improved, budgets can be maximized, and general campaign performance can be raised by timing ads to run at periods of maximum customer activity. IndeedSEO maximizes Amazon ad efficiency with dayparting. Optimize campaigns for peak performance and targeted audience engagement. Elevate your marketing strategy today
Dayparting may become a potent weapon in the toolkit of Amazon merchants trying to thrive in the cutthroat e-commerce scene with rigorous analysis, strategic planning, and ongoing optimization.
