Amazon PPC Dayparting: Schedule Ads & Boost Performance with Calculated Bid Adjustments

Your Amazon ad campaigns are running 24/7, but are they really performing around the clock? Most sellers don’t realize that certain times of day are significantly more profitable than others. This is where dayparting comes in.

Dayparting, or ad scheduling, allows you to adjust bids based on the time of day. Here’s why that matters: You can maximize ROI by increasing bids when your target audience is most active and decreasing bids during slower periods. Let’s break down how to implement dayparting in your Amazon PPC strategy for improved performance.

Why Dayparting Matters for Amazon Sellers

Most sellers think their Amazon PPC campaigns are equally effective at all hours. The reality is, buyer behavior fluctuates throughout the day, impacting conversion rates and ACOS.

Think about it: are people as likely to buy at 3 AM as they are at 3 PM? Probably not. Understanding these patterns is key to successful dayparting.

Here’s why you should care about dayparting:

• Improved ACOS: By increasing bids during peak conversion times, you can capture more sales at a lower cost.
• Reduced Wasted Spend: Decrease bids during slow periods to avoid paying for clicks that don’t convert.
• Better Budget Allocation: Reallocate your budget to the times that drive the most revenue.

How to Calculate Dayparting Bid Adjustments

Dayparting isn’t just about guessing which times are best. It’s about using data to make informed decisions about your bid adjustments.

Here’s how to calculate effective dayparting bid adjustments:

Step 1: Gather Your Data

Start by downloading your Amazon Advertising reports. You’ll need at least 30-60 days of data to get a clear picture of performance trends.

Make sure your report includes:

• Impressions
• Clicks
• Spend
• Sales

Step 2: Analyze Hourly Performance

Sort your data by hour of day. Calculate the conversion rate and ACOS for each hour. This will reveal your best and worst performing times.

For example, you might find that your ACOS is 20% between 10 AM and 2 PM, but jumps to 40% between 2 AM and 6 AM.

Step 3: Calculate Bid Adjustment Percentage

Once you know which hours are most and least profitable, calculate your bid adjustment percentage. Here’s the formula:

Bid Adjustment % = (Target ACOS / Hourly ACOS) - 1

Let’s say your target ACOS is 30% and your ACOS between 2 AM and 6 AM is 40%.

Bid Adjustment % = (30% / 40%) - 1 = -0.25 or -25%

This means you should decrease your bids by 25% during those hours.

Step 4: Implement and Monitor

Unfortunately, Amazon doesn’t offer native dayparting. You’ll need a tool like AdLabs to schedule your bid adjustments. Implement your calculated adjustments and monitor the results closely. Make adjustments as needed based on ongoing performance.

Setting Up Your Dayparting Schedule

Now that you understand the “why” and the “how,” let’s talk about setting up your dayparting schedule.

Segmenting Your Campaigns

Start by segmenting your campaigns based on product type, target audience, and performance. This will allow for more granular control over your bid adjustments.

For example, if you sell both baby products and automotive accessories, you might find that the peak buying times are different for each.

Creating Your Schedule

Based on your data analysis, create a schedule that reflects your optimal bidding strategy. Here’s an example:

• 10 AM – 2 PM: Increase bids by 15%
• 2 PM – 6 PM: Maintain current bids
• 6 PM – 10 PM: Decrease bids by 10%
• 10 PM – 2 AM: Decrease bids by 25%
• 2 AM – 6 AM: Decrease bids by 30%
• 6 AM – 10 AM: Maintain current bids

Remember to tailor your schedule to your specific products and audience.

Using AdLabs for Automated Dayparting

Manually adjusting bids based on time of day is a huge hassle. AdLabs calculates this process, allowing you to schedule bid adjustments in advance and optimize your campaigns hands-free. According to a Trustpilot review , one user stated that “AdLabs has been a game changer for Amazon PPC…none of the alternatives offer the balance between manual controls and smart data driven optimization Ad Labs provides.”

This helps you regain valuable time, focus on other important tasks and ensure your campaigns are always running at peak efficiency.

Real-World Examples of Dayparting Success

Dayparting isn’t just a theoretical concept. It can deliver real results for Amazon sellers.

Example 1: A seller of protein powder noticed that their ACOS spiked late at night. By decreasing bids by 30% between 11 PM and 5 AM, they reduced their overall ACOS by 8% in 30 days.

Example 2: A seller of office supplies found that their conversion rate was highest during business hours. By increasing bids by 20% between 9 AM and 5 PM, they increased sales by 12% without increasing their ad spend.

Example 3: One AdLabs client selling phone accessories saw a 15% reduction in wasted ad spend by implementing a dynamic dayparting strategy. They lowered bids during off-peak hours and reinvested those savings into high-converting time slots.

Common Mistakes to Avoid with Amazon PPC Dayparting

Dayparting can be powerful, but it’s easy to make mistakes.

Mistake #1: Not using enough data. Don’t make assumptions based on a few days of results. Gather at least 30-60 days of data to identify reliable trends.

Mistake #2: Over-adjusting bids. Don’t make drastic changes all at once. Start with small adjustments and monitor the results closely.

Mistake #3: Ignoring seasonality. Remember that buyer behavior can change based on the time of year. Adjust your dayparting schedule accordingly.

Mistake #4: Failing to monitor performance. Dayparting isn’t a “set it and forget it” strategy. Continuously monitor your results and make adjustments as needed. One AdLabs user notes, “the app itself is extremely clean. It allows you to view and manage the progress of your campaigns instantly, with automatic daily updates.”

Conclusion

Dayparting is a powerful strategy for optimizing your Amazon PPC campaigns and maximizing your ROI. By analyzing your data, calculating bid adjustments, and scheduling your ads effectively, you can reduce wasted spend and increase sales. If you’re looking to streamline your dayparting efforts and take your Amazon advertising to the next level, consider trying AdLabs .

This article is based on Episode 23 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.