What Is Dayparting? | Profit Whales Amazon PPC Dayparting
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Hello, fellow Amazon Sellers!
It’s springtime, and the summer is upon us – which means that many markets are waking up from winter lethargy, sales are warming up and competing for top-selling positions of Search Results page 1 is about to get hot too.
I mean the COVID-19 can be a pain in stocks – but it’s also a potential driver for some products traditionally reserved to more niche markets since outdoor activities ARE a good way to spend quality time with family and friends while avoiding crowded and contagious Entertainment Centres.
So it’s a good time to talk about new ways to optimize your Amazon Paid Per Click Campaigns and stay on top of your competition. Day-parting, for instance.
Now bear in mind that this subject is not only advanced but also is LESS effective than the well-known fundamental ways to improve your ASIN’s overall CTR and conversion.
But if you’ve already been through dozens of Title and Bullet Point variations and tried as many changes in your photos’ stack to achieve the best ASIN effectiveness attainable – then it’s time to try something new.
So what is day-parting?
It’s simply switching your Sponsored Ad Campaign on and off, depending on the time of the day and the day of a week.
This action is not yet provided to Amazon Sellers via the Seller Central Advertising Campaign Manager interface. So the only way you can perform it is either manually switching your campaigns on and off at certain times (a monkey job and rather tiring idea even to think about) – or subscribe to an advanced Amazon Advertising Management Software (like Profit Whales Automated Dayparting) to do this for you.
Why would you want it?
his isn’t as obvious as may seem at first glance.
A general idea about Amazon PPC is that you only pay for actual clicks – not impressions.
So if, for example, your customers (for some reason) prefer to search and buy your product at night – then you will see the majority of impressions, clicks, and sales at night and few during the day. PW Automated Dayparting software can provide you with some primary insights into the matter:
- what time of the day you were running out of budget (overall, PPC and Organics)
- how many sales orders you’re making at any given hour in every day of the week
Is dayparting really working?
Dayparting is a complex instrument, and not all Sellers will benefit from using it due to the nature of their product. It indeed becomes more useful for Sellers who have a limited advertising budget and want to squeeze most out of it.
Indeed, it can be rather frustrating to see all your advertising budget gone every day by lunchtime.
But what if your CTR and Conversions are actually better during evening hours? Or over weekends? This requires some prior thinking. An excellent place to start is putting yourself in your customer’s shoes. Try thinking up a reason you may buy your own product more eagerly at some time of the day/week than others. The reasons can vary a lot, for example:
- Could it be that you are in a working mood and have no time to loiter around search results in the morning?
- Is a relaxed and affectionate state of mind Saturday evening brings along is doing your sales a favor?
- Do most of your sales come from B2B sales that occur during working hours only?
Another right place to go for dayparting ideas is your own website or mortar & brick store data: if you can confirm that some time of that day/ day of that week brings you abnormal sales – it may be worth it to try setting this time for your Amazon PPC dayparting.
Whichever the case may be – an automated dayparting allows you to test all your hypotheses first-hand. The key to successful verification of your ideas is CONSISTENCY of data – something an automated software like PW Automated Dayparting is perfect at!
Upon entering your dayparting hypothesis into the software, all you have to do now is press the “Go” button and wait out some time to collect important real-life data (no less than a week, the longer, the better). And see if your PPC CTR and Conversion went any better. I mean – it may not have, and that your product is sold equally effective regardless of time and weekday.
But if you have seen an improvement (like we did with some of our gift-type products) – congrats! You’ve gained extra leverage over all those competitors who didn’t yet go so far as to try dayparting themselves!
Anyways, I hope you find something to think about after reading this. By all means – try all you can to make Amazon work better for you and always stay hungry for more sales!
Good hunting, Amazonians!
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