Learn about Dayparting by watching our tutorial video. Click on the link to access the video.
With Dayparting, advertisers can create schedules to modify their bids, budgets and placements based on the hour of the day and day of the week. An example use-case would be to optimize their advertising performance by allocating more resources during periods of high conversion rates and low cost-per-click (CPC). Let's explore how Dayparting works and how you can leverage its capabilities.
Creating a Dayparting Schedule
To get started with Dayparting, follow these steps:
Navigate to the Dayparting section in your Adbrew account.
Go on to “+Dayparting Strategy” to draft a new dayparting schedule.
3 . Choose a name to identify your schedule, making it easy to manage and distinguish from other schedules.
4. Set the status of your schedule. Only active dayparting schedules will be executed.
5. You can choose to daypart four attributes from your schedule: Bids, Top of Search Placement Modifier, Product Page Placement Modifier, and Budget.
6. To define a schedule for a specific attribute, click on the corresponding tab and turn on the "Enable" toggle.
7. You will see a table with cells representing each hour of the day.
8. Set the desired multiplier for each hour by directly editing the cell value or using the +/- icons to modify them.
9. To streamline the process, use the "Fill" icons to apply the same value across multiple cells. For example, if you want a 2x multiplier for Sundays, modify the 00AM cell for Sunday to 2 and click the "Fill Down" icon to copy it to all hours on Sunday.
10. Click on “Save Changes” to record your changes.
How Bid Dayparting Works
In the Bid tab, the value in each cell corresponds to the multiplier applied to the bids for all keywords or targets in the dayparted campaigns. Here's an example to illustrate its functionality:
Let's assume you have a keyword with a bid of $5 before enabling dayparting. You configure the schedule such that from Monday 2pm-5pm, the multiplier is 2x, from 5pm to 8pm the multiplier is 0.5x, and 1x thereafter. If you enable dayparting just before Monday 2pm, the system will automatically increase the bid to $10 (2 x $5) at 2pm, decrease it to $2.5 (0.5 x $5) at 5pm, and set it back to $5 at 8pm.
Setting a multiplier of 0 will pause the campaigns, and they will be re-enabled whenever the bid has a non-zero multiplier. If you use 0 as a multiplier in the schedule, the system will enable all paused campaigns when it detects a non-zero multiplier. However, if you do not use 0 as a multiplier in the schedule, the campaign states will remain unchanged.
How Placement Dayparting Works
In placement dayparting, the value in each cell corresponds to the multiplier for placement adjustments. For example, if you have a Top of Search bid adjustment set as 100% before enabling dayparting and you configure the value for Monday from 5pm to 8 pm as 2, then the Top of Search bid adjustment will be set to 200% (100% * 2) for that hour.
If the placements are set to 0 before dayparting is enabled, no changes will occur. Hence, it is recommended to have placement adjustments if you want to daypart them. Additionally, note that linking SB (Sponsored Brands) or SD (Sponsored Display) campaigns with a dayparting schedule having placement modifiers will not affect any changes.
How Budget Dayparting Works?
Similar to other attributes, the value in each cell corresponds to the multiplier applied to the base budget for that hour. If you want to start with a $100 budget and allocate an additional $100 for each hour starting midnight, you would set the schedule as 2, 3, 4, and so on for each hour. In this example, in the third hour, the budget would be $400 ($100 * 4). It is important to note that the final value represents the total budget for that hour and is not an incremental budget assigned to that hour.
For example, if you start with $100 and specify 0.5 as the multiplier for an hour, the budget for that hour will be set to $50. However, if you want to add $50 to that hour, you would instead set the value as 1.5, making the budget for that hour $150 (1.5 * $100).
Linking Campaigns with a Dayparting Schedule
Once you have created a dayparting schedule, you need to link it to specific campaigns to apply the schedule to campaigns. To do this, follow these steps:
Go to the Linked Campaigns tab in your Adbrew account.
Select the campaigns you want to link with the dayparting schedule.
Press the Submit Button to link the selected campaigns with the dayparting schedule.
If you want to delete certain campaigns from this schedule, you can select the campaign(s) and select “Delete” from Actions drop down.
Note: It's recommended to link the currently active campaigns only to a Dayparting Strategy and/or ensure that the dayparting strategy does not include 0x as a multiplier at any hour. Any previously paused campaigns linked to the strategy that includes multipliers set to 0x will automatically become active when the multiplier becomes non-zero.
Change History
The change history consists of two sections:
1. Dayparting Runs
In the "Dayparting Runs" section, you can view the modifications made by dayparting runs during the selected timeframe. These changes are presented based on the updates made per campaign per schedule. The information provided includes the status of the dayparting runs, the time when the runs occurred, the campaign in which the actions took place, the total number of changes made, and the strategy that triggered those changes.
2. Schedule
In the "Schedule" section, you can observe the upcoming scheduled changes within the specified date range.
Hourly Performance
To make your dayparting schedule data-driven, you can utilize the Hourly Performance tab. This tab provides a breakdown of your performance across different hours or hour-day combinations. You can apply filters to view the hourly performance for specific groups of campaigns using the Campaign Label filter, or for specific campaigns and placements.
By leveraging the dayparting feature in Adbrew, advertisers can maximize the efficiency of their ad campaigns by tailoring budgets, bids, and placement adjustments to specific hours and days. This level of control empowers advertisers to optimize their advertising efforts and drive better performance. To know more about Amazon Marketing Stream and how Adbrew uses it, click here.
Automated Dayparting
Adbrew's Dayparting feature offers a robust way to analyze your ad campaign's performance in detail. It provides data on an hourly basis, giving you a close look at how your campaigns are doing. By using Amazon's Marketing Stream, this feature enables advertisers to access real-time metrics and make informed decisions about their campaigns.
Here's how hourly performance looks like in Adbrew, click on the link to view the Hourly Ad Performance tutorial video.
Following are the instructions on how to use the automated dayparting feature in Adbrew to create a schedule based on the heatmap data. The dayparting schedule allows you to optimize your campaign performance by adjusting bids, placements or budgets based on your goals and the corresponding hourly performance. Please follow the steps below to utilize this feature:
Access the Heatmap: Navigate to the hourly performance tab from within a dayparting strategy.
Click the "Magic Wand" Icon: Located in the top right corner of the heatmap, the "Magic Wand" icon triggers the automated dayparting schedule creation process.
Select Dayparting Type: Choose the attribute for which you want to create the dayparting schedule based on the heatmap data.
Define Minimum Multiplier: This value acts as a safeguard for the automated algorithm, ensuring that attribute values are not dropped below a certain threshold. For example, if you want to maintain a minimum value of 50%, regardless of performance, choose 0.5.
Set Maximum Multiplier: Similar to the minimum multiplier, the maximum multiplier establishes an upper limit for the schedule's computation. The multipliers within the schedule will not exceed this value.
Specify Metrics (KPIs): Determine which metrics the system should prioritize when creating the schedule. To optimize for performance, select metrics such as CPC, Conversion Rate, or ROAS. For enhancing reach and visibility, opt for Clicks or Impressions. To prioritize revenue, choose Sales.
Submit and Review: After clicking "Submit," an optimized dayparting schedule will appear on the subsequent screen.
Review and Save Changes: Carefully evaluate the suggested schedule and make any necessary modifications. Once you are satisfied, save the changes for the new schedule to take effect.
Here are a few additional points to consider:
Ensure Correct Filters: Before clicking the "Magic Wand" icon, verify that you have applied the appropriate date and campaign label and placement filters. The system optimizes the schedule based on the data visible in the heatmap.
Sufficient Data: It is recommended to utilize a minimum of four weeks' worth of data to generate an accurate and reliable dayparting schedule.
Beta Feature: Please note that this functionality is still in beta. We are continually working to enhance its performance and would greatly appreciate your feedback. Feel free to share your thoughts with us at [email protected].
What does it mean if the Dayparting rule is disabled? Will the bids revert?
Disabling the Dayparting rule will not automatically revert bids to the original settings. If you want the bids to return to base values, ensure Dayparting is turned off at a multiplier of 1x.
Why does my dayparting strategy not apply the changes immediately?
When setting up a dayparting strategy, changes will only apply starting from the next scheduled hour. You cannot initiate a dayparting schedule for the current hour. For instance, if it's 10 AM, set your schedule to begin from 11 AM (the following hour) instead of trying to start at 10 AM. Setting the start time this way ensures the changes take effect smoothly without delays.