In the fast-paced world of Amazon PPC, every click and every dollar counts. That’s why mastering your budget and strategically scheduling your ads can become your secret weapon.
Enter dayparting — the smart way to schedule your ads that’s changing the game for sellers everywhere.
Ad Badger, a leading expert in Amazon PPC, dives deep into this hot trend and shares practical tips on how to use dayparting to get the most out of your campaigns.
Why does it matter?
Because not all hours of the day are created equal — some times your customers are more active and ready to buy, so you want your ads to be showing when it really counts.
In this post, we’ll cover what dayparting is, how it works, which tools make it easy to automate, and how the latest updates in Ad Badger are helping sellers use dayparting like pros.
In this article Ad Badger talks about:
What Is Dayparting (and Why Should You Care)?
Dayparting is the practice of scheduling your Amazon ads to run during specific times of the day or days of the week—based on when your customers are most likely to shop.
Instead of running your ads 24/7 and hoping for the best, you strategically show your ads during high-converting hours and pause or reduce bids when performance drops.
This approach lets you stop wasting budget during off-hours and double down when your audience is actually browsing or buying. Imagine turning off your ads at 2 AM if your customers never shop then—or raising your bids between 6 PM and 10 PM if that’s when conversions spike.
Smart? Extremely.
With tools like Ad Badger’s Dayparting feature, you can now automate this process and fine-tune your campaign schedules with precision.
Dayparting puts you in control of your ad spend, improves ROAS, and helps you outsmart competitors who still run on autopilot.
Why Dayparting Matters More Than Ever in 2025
Amazon’s ad landscape has changed.
With rising competition, higher CPCs, and AI-powered tools on the shopper’s side (hello, Rufus!), blindly running ads all day just doesn’t cut it anymore.
The brands winning today are the ones who optimize everything—including time.
Dayparting isn’t just about cutting costs. It’s about understanding behavior.
When do your shoppers search?
When do they click—but not buy?
When do they actually convert?
By diving into your hourly data, you’ll spot patterns: maybe your clicks peak at lunch but conversions surge after dinner. Or weekends flop while Monday mornings crush it. Dayparting helps you act on that.
At Ad Badger, we’ve seen our users dramatically improve ROAS just by adjusting their ad schedules. It’s one of the easiest ways to make your campaigns smarter—without increasing budget.
And now, with tools offering intuitive schedules, heatmaps, and performance insights, there’s no excuse to stay in the dark.
How to Actually Do Dayparting on Amazon
So you want to try dayparting—but where do you start?
Step 1: Look at Your Data
Use Ad Badger or Amazon Ads reports, or third-party dashboards to break down your campaign performance by hour and day. You’re looking for patterns.
Ask yourself:
- When are you getting the most conversions?
- Are there hours where you get clicks but no sales?
- Are there times when your ACoS shoots up?
Step 2: Identify Your High and Low-Value Time Blocks
Once you spot trends, separate your day into time blocks (ex: early morning, afternoon, evening). Mark the ones where performance drops—this is where you can reduce spend.
On the flip side, increase bids or budget during high-converting windows.
Step 3: Build Your Schedule
If you’re using a tool like Ad Badger, you can set hourly bid adjustments directly.
You might do something like:
- Turn off campaigns from 1AM–6AM if they’re wasting spend
- Boost bids by 20% from 9AM–12PM if that’s your sales peak
No tool? Manually turn campaigns on/off or use bulk sheets—but automation saves time.
Step 4: Watch and Tweak
Don’t “set and forget” it. Run your new schedule for 7–14 days, then re-check performance.
- Did ACoS improve during key windows?
- Are you saving budget in slow hours? Adjust as needed. Markets shift—and so should your schedule.
Pro tip: Pair dayparting with product lifecycle. Launching a new product? Keep ads on longer. Managing a mature listing? Cut back on slow hours to protect the margin.
When Not to Use Dayparting on Amazon
Dayparting is a powerful lever—but like any strategy, timing and context matter.
Before diving in and trimming your ad hours, here are a few key scenarios when you might want to skip it (for now).
1. You’re Launching a New Product
At launch, your product needs momentum: visibility, clicks, and data.
Turning off ads—even during so-called “low-converting” hours—can stall your ranking and sales.
In the early days, it’s better to keep ads running full-time and gather as much insight as possible.
2. You’re Working with Limited Data
If you don’t have at least a few weeks of performance data—especially hourly conversion and cost info—then dayparting might be premature.
Effective scheduling decisions depend on patterns, not hunches.
Let the numbers lead.
3. Your Product Sells All Day Long
Not every product has a predictable buying window.
If your item sells evenly throughout the day or serves urgent needs (like charging cables, supplements, or pet supplies), limiting ad hours could mean missed revenue.
Watch your hourly reports before making cuts.
4. You’re in a High-Traffic Season
During sales events like Prime Day, Cyber Week, or holidays, buyer behavior shifts.
People shop outside typical hours, and impulse buys spike.
This isn’t the time to limit exposure—let your ads run wide and capture demand in real time.
How to Set Up Dayparting in Your Amazon PPC Strategy
Once you’ve gathered enough data and confirmed that dayparting makes sense for your product, it’s time to get strategic.
Here’s how to do it right—without cutting your sales short.
Step 1: Analyze Your Hourly Performance Data
Dive into your campaign reports (or your favorite PPC tool like Ad Badger) and look for patterns in your metrics—ACOS, CTR, conversion rate, and spend.
Identify:
- When are conversions strongest?
- Are there hours with high spend but little return?
- Is your audience coast-to-coast or clustered in one region?
Step 2: Build Your Ideal Ad Schedule
Once you know your best (and worst) hours, start plotting your schedule.
Tools like Ad Badger’s “Ad Scheduling” let you visually set your on/off windows by campaign.
We recommend:
- Trim just the bottom-performing hours (not half your day).
- Check performance over 1–2 weeks before expanding.
- Avoid turning ads off/on every hour—it can confuse the algorithm.
Step 3: Layer in Bidding Strategies
Pairing dayparting with dynamic bidding is the sweet spot.
Lower bids slightly during low-performance times (instead of turning ads off entirely), or increase bids during your power hours to dominate the top of search.
Step 4: Iterate Weekly
Just like anything in Amazon PPC, dayparting isn’t “set it and forget it.”
Run weekly reviews to track:
- Are sales going up during scheduled hours?
- Are you saving spend without sacrificing conversions?
- Should you shift your window based on seasonality or new behavior?
This is where Ad Badger shines—offering visual reports, alerts, and easy testing tools that help you spot what’s working faster.
That feeling when Amazon PPC data is easy to read.
How Ad Badger’s Dayparting Tool Gives You Precise Control Over Your Amazon Ads
Ad Badger’s dayparting feature is designed to give Amazon sellers smart, hands-on control over when their ads run.
Instead of blindly running ads 24/7 and hoping for the best, the Ad Badger tool uses your actual performance data to pinpoint the hours and days when your campaigns deliver the best results.
Within the Ad Badger dashboard, the dayparting interface shows you a clear, color-coded heatmap based on your historical data.
This visual lets you instantly identify peak performance periods and low-performing time slots. From there, you can create custom ad schedules by simply toggling ad activity on or off for specific hours and days.
The beauty of this tool is how seamlessly it integrates with your existing campaigns—there’s no need to rebuild or pause your campaigns entirely.
Plus, Ad Badger’s reporting lets you track how your dayparting strategy impacts performance over time, so you can continuously refine your schedule for even better results.
Summary
Ad Badger’s dayparting tool empowers Amazon sellers to take full control of their advertising schedule by leveraging detailed performance data to pinpoint the most profitable times to run ads.
By visually mapping out hourly trends through an intuitive heatmap, it reveals hidden opportunities to maximize ad impact while minimizing wasted spend during low-performing hours.
This smart approach transforms the way sellers manage campaigns, turning time into a powerful asset that drives higher efficiency and stronger returns.
With Ad Badger, you don’t just run ads—you run them smarter, unlocking the true potential of every dollar invested and paving the way for sustained growth and success in the competitive Amazon marketplace.
Check out more from our blog:
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Managing Amazon Ads in Tough Times to Protect Your Organic Sales [The PPC Den Podcast]
