Dayparting in Amazon ads allows advertisers to adjust bids, budgets, and placements based on time-of-day and day-of-week strategies. This can optimize ad performance by aligning bids with the times when potential customers are most active.
How Does Our Dayparting System Works?
Our system applies changes to bids, budgets, and placements based on multipliers configured for different hours of the day or days of the week. Importantly, changes are only triggered when the multiplier changes. Here’s a detailed explanation:
Scheduled Multipliers: You configure multipliers for different times of the day or days of the week.
Triggering Changes: The system triggers changes only at times when the multiplier changes.
Example:
12:00 AM to 4:00 AM: Multiplier is 1x.
5:00 AM to 10:00 AM: Multiplier is 0.1x
In this case, the system triggers changes at 12:00 AM and 5:00 AM because those are the times when the multiplier changes. No changes will occur between 12:00 AM and 5:00 AM or between 5:00 AM and 10:00 AM unless you alter the multipliers during those periods.
Common Misunderstanding
Customers often expect changes to occur as soon as they create or modify a dayparting strategy. However, the changes will only take effect when the next scheduled multiplier change occurs.
If the multiplier for the current hour is changed, the system does not necessarily make any adjustments to bids, placements, or budget.
The system looks at the entire schedule as explained earlier and waits until the next hour when the multiplier changes, to apply any adjustments. If you change/edit/create a strategy, it does not immediately trigger the bid changes. Bid changes are only triggered at hours when the multiplier changes.
If the multiplier for all subsequent hours is set to the same value as the current hour, no changes are made.
The system will start making the changes at the hour when the multiplier changes.
Example: If at 12 AM (current hour), you change the multiplier to 0.5x from 1x and all subsequent hours are also set to 0.5x till 4 am, no changes will occur until a different multiplier is applied. The next change will occur at 5 am in this case.
Best Practices for Immediate Triggering
When making changes to the dayparting strategy, avoid altering the multiplier for the current hour. Focus on adjusting the multipliers for future hours.
Ensure that the multiplier for subsequent hours is different from the current hour to trigger instant adjustments. This prevents the system from skipping changes.
Keep in mind if the multiplier is set to 0x the campaigns linked to the strategy are paused.
Check if the placement multiplier at the campaign level is not set to 0. Dayparting won’t work for such campaigns, as anything multiplied by 0 is 0. For example, if the TOS multiplier is set to 1.2x and the TOS modifier is set to 0 for a campaign, dayparting won’t make any change to the placement modifier, as 0% times 1.2 is 0.
When you change the dayparting strategy, you should confirm when the changes will occur from the schedule page under the change history tab.
FAQ: Common Questions
Q: Why didn't my changes take effect immediately?
A: Changes will only take effect at the next scheduled trigger when the multiplier changes. For instance, if you create a new dayparting strategy at 3:00 AM with the next scheduled multiplier change at 5:00 AM, the changes will take effect at 5:00 AM.
Q: How can I make my changes effective immediately?
A: To ensure immediate changes, set the multiplier to change in the next hour based on your account's time zone.
Example: If it’s currently 2:30 PM, set a multiplier change at 3:00 PM. This way, your changes will trigger at 3:00 PM.
Q: Can I manually override the dayparting system?
A: You can use the Override or Adaptive dayparting modes to handle manual bid updates during dayparting. Please refer to our knowledge base for how bids are handled in different dayparting modes.