The Dayparting rule allows you to optimize your ads by applying different actions at specific hours of the day.
With dayparting, you can:
- Schedule your ads: Turn ad groups on or off during specific hours.
- Adjust keyword bids hourly: Increase or decrease keyword bids during specific hours based on your advertising performance and strategy.
This gives you more control over your advertising throughout the day, helping you manage your budget and adjust your bidding strategy based on hourly performance.
Navigation: Automation > Dayparting
Here are two reasons why dayparting can be helpful.
1. Reduce click fraud
A few years ago, the SI team discovered that shady sellers occasionally pay click farms to spam (click) their competitor's ads shortly after midnight.
Their purpose is to deplete their competitor's daily budget, enabling these sellers' ads to show up at better placements at a cheaper cost when sales start picking up later.
Here is a screenshot of a user who got spammed with over 100 fake clicks with 790.23% ACOS for the day.
If you notice unusual click activity or poor conversion rates during overnight hours, you can use Ad Scheduling to stop your ads during those periods.
Alternatively, if you still want to capture some traffic, you can use Hourly Keyword Bidding to reduce bids rather than turning your ads off completely.
2. More efficient use of advertising spend
Conversions are higher at certain hours of the day.
By enabling your ads during those hours, you are more likely to get clicks that convert to sales.
- During high-performing hours, you can keep your ads active and increase keyword bids to capture more traffic and sales opportunities.
- If certain hours consistently generate clicks but few conversions, you can turn your ads off during those periods or reduce keyword bids to limit unnecessary spend.
The screenshot below is from one of SI's test results. The top image doesn't use dayparting, while the bottom image is the same campaign one day later with dayparting.
Besides our internal tests, many sellers have approached us and revealed that dayparting has helped them improve their PPC performance.
If you want to use dayparting, you can start by finding the optimum hours to enable your ads.