What Is Amazon Dayparting And How Does It Work?

Unleashing the Power of Dayparting in Amazon Ads for Sellers

As an Amazon seller, you know how important it is to make the most of your ad budget.

You spent hours researching the right keywords and optimizing your campaigns.

But despite your best efforts, you just can’t seem to get the conversions you want.

Sounds familiar?

You’re not alone. Many advertisers struggle with wasted ad spending and low conversion rates for their campaigns.

But what if we tell you there is a way to show ads to shoppers when they’re more likely to buy your products?

Enter dayparting on Amazon. With dayparting, you can set up different ad budgets for different times of the day based on the peak/off-peak sales window and get more conversions.

This blog will explore all the benefits of dayparting and how to set it up for success.

Quick Peak at the article:

What Is Amazon Dayparting and Why It’s Important?

Dayparting or Amazon Ad scheduling is an advanced advertising feature that helps you distribute or adjust your daily ad budget on campaigns for certain times of the day to maximize RoAS and reduce wasted ad spending.

For example, if your products sell better in the evenings, you can allocate a higher ad budget at that time and a lower budget for the morning hours. This helps you to target the most receptive audience with relevant ads and increase the chances of conversion.

In addition to targeting specific times of the day, dayparting also helps you adjust campaigns for different seasons or events. For example, if you sell seasonal products, increase the ad budget around the holidays to take advantage of increased consumer activity.

Overall, by automating your ad budget management and targeting the most receptive audience, you can increase your chances of conversion and drive more sales for your business.

What Are the Benefits of Using Dayparting on Amazon?

There are numerous benefits of using Dayparting in your campaigns. Listed below are a few of them:

Show Ads During Peak Times

One of the main benefits of using dayparting is the ability to show ads during peak times. In general, conversion tends to stay high from 6 pm to 12 pm on Amazon, when the shoppers have free time to browse and purchase products.

Eliminate Window-Shopping Traffic

In general, brands observe fewer sales at night, between 12 am to 5 am. These are infomercial hours of the day. At this time, shoppers focus more on window shopping and discovering new products.

Get More Sales During Shopping Events

Shopping events such as Prime Day, Black Friday and the Q4 holiday season are the prime time for sellers to make good sales.

Manage a Limited Daily Budget Effectively

Dayparting also lets you utilize a limited ad budget effectively. Reduce the ad budget during sales downtime to conserve the total daily ad budget. And bid more aggressively during high-converting hours.

Target the Ideal Customers

Increase budget with dayparting when the target audience is most active on Amazon.

Get High Seasonal Purchases

Set up dayparting rules to boost the ad spend during peak sessions to capitalize on the demand.

How to Find Out When to Create Dayparting

If you’re thinking about creating dayparting campaigns, don’t start blindly. There are several factors to consider before setting up dayparting rules.

What Is Your Campaign Goal?

Do you know what you want to achieve from your campaigns? If you’re in the product launch phase, the goal is to get maximum customer reach.

How Long Your Customer’s Buying Cycle Is?

If the buying cycle is long, you need to touch base with the customer at every stage of the cycle.

Where Are Your Buyers Located?

Let’s say you’re operating the business from the US, and most of your customers are from the UK. You must learn when people in the UK most actively shop on Amazon and create dayparting based on that.

What Time Are Your Buyers Most Active At?

Track the previous sales history to understand which day of the week gets the maximum conversion.

How to Set Budget Rules With Amazon Campaign Manager

Now that you know when to create dayparting, let’s see how to create dayparting rules on Amazon.

Log in to the Seller Central account and go to Campaign Manager → Budget.
Select the campaign that you want to set dayparting for.
Click the budget tab beside the campaign to set up rules. Then, click Add budget rule.
Give a name to the rule, select the type “ Schedule,” and give a start and end date.
Next, select Daily to apply the budget rules on all days of the week or Weekly to only apply rules on specific days of the week.
Now, increase the bid by a certain percentage and click “Add budget rule” to create the dayparting rule.

How to Set Up Amazon Dayparting with SellerApp Automation Tool

Go to Advertising → Automation → Dayparting from the left navigation bar.

Click “ Create blank Dayparting rule.”

Amazon Dayparting Best Practices

Effective dayparting is all about tailoring your campaigns based on customer behavior. Here are some best practices to do it effectively:

Avoid CPC Bid Rush

Instead, try adjusting your bids during the afternoon or evening when there is less competition.

Gather More Data From Amazon Retail Analytics(ARA)

Amazon-registered vendors can use the Amazon Retail Analytics dashboard to look at hourly sales data on the ASIN level.

Sync Dayparting With Lightning Deals

Using Amazon lightning deals combined with dayparting is an excellent way to increase sales in the short term.

Test the Dayparting Rules

Constant testing and optimization is the key to a good dayparting strategy.

Things You Should Keep In Mind Before Setting Up Amazon Dayparting

Amazon Hourly Data Is Not Granular

The hourly sales and conversion rate data are necessary to create an accurate dayparting rule.

You Lose Potential to Reach Vital Touch Points

With dayparting, however, you limit your chance to chat with shoppers at each step of the journey.

Dayparting May Not Apply to All Products

If the product has a high demand throughout the day or if the product has a broad target audience who shops at different times, dayparting may not be the right strategy.

Final Thoughts

At the end of the day, dayparting is one of the optimization strategies to help you reduce wasted ad spending and maximize ROAS. It’s nowhere near a “be all-end all’ strategy that magically clears all your problems with PPC. We recommend A/B testing campaigns to figure out what works best for you and your products.