What is the dayparting rule?

The dayparting rule enables you to turn on and off your ads at specific hours of the day. 

 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.

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.

The below screenshot 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.