In the game of Amazon PPC, wasted ad spend is an unavoidable occupational hazard. There will be times and days where you bid on your keywords, but you don’t get clicks and orders because your audience isn’t there. What if there is another way? What if you could see exactly when you get results, and bid only during those times?
Enter dayparting and weekparting. They’re amazing…in theory.
What are Dayparting and Weekparting?
If those words sound familiar to you, it’s because this is a mega-hot topic in certain Amazon PPC circles. In fact, if you say “dayparting and weekparting” three times into a mirror at midnight, a self-proclaimed “PPC guru” will appear and tell you that you need $1 million in budget and a 3% ACOS. Warning: do not try this at home.
Dayparting and weekparting are essentially ways to take a more granular look at your data. Dayparting splits up the day into hours, and weekparting splits the week up into days. This allows you to see how your metrics change hour by hour and day by day and adjust your bidding strategy accordingly. You can bid more when you tend to get clicks and orders and bid less when you tend not to get clicks and orders.
If done correctly, dayparting and weekparting are in theory incredible ways to hyper-optimize your bidding strategy.
Why are we saying these are great in theory and not in reality? Read on.
The Reality of Amazon Dayparting and Weekparting
Now that we’ve talked up dayparting and weekparting, we have to tell you the sad truth. We’ll try to let you down gently.
Unfortunately, there are currently no ways to take a good look at this data in Amazon. The closest thing we have in all of Amazon Advertising is DSP’s audience options.
The whole reason dayparting and weekparting are as revered as they are is because the necessary data does exist in Google Ads. Google Ads presents this data in a grid form, where you can directly compare your KPIs from hour to hour and from day to day. Then, if you get more clicks and conversions during a certain time of day, you can bid more during that time, and vice versa.
This tells us that with the needed information, dayparting and weekparting can be legitimately useful strategies, but that doesn’t change the fact that there’s no way to confidently say exactly when to bid more aggressively in Amazon Advertising.
It sucks, and we have our fingers crossed for dayparting and weekparting data in Amazon in the near future.
We do currently have a bit of a substitute for bona fide dayparting and weekparting: according to the mastermind behind Sponsored Products, dynamic up-and-down only bidding takes variations in time and behavior into account. For example, the more a customer browses, the more likely they are to convert, so dynamic up takes note of that and shows them your ad.
The Perils of Amazon Dayparting and Weekparting
Some try to get around this lack of data by using only their order data to daypart and weekpart, but this is very dangerous. If you were to bid only when you get orders, you could end up shooting yourself in the foot in a major way.
Say you get all of your orders between 5 PM and 7 PM. That might be the result of some people shopping after work and buying your product, while some of your customers shop during their lunch break or their commute, click on your product, and then purchase it after work. By only bidding during that 5 – 7PM slot when you get orders, you’re blocking out that entire latter segment of your consumer base.
Because we don’t have that click-conversion data, diving headfirst into dayparting and weekparting could completely kneecap your entire campaign strategy.
Another tactic used by Amazon sellers who absolutely, positively need their weekparting fix is to download their reports and find their average ACOS, conversion rate, etc. for every instance of one particular day of the week.
This takes us right back to that earlier hiccup of assuming your clicks have the same distribution as your orders. You could have a customer that clicks on your ad, puts the product in their cart, but then waits a few days until they have more products in their cart so that they can save on shipping. An Amazon seller would only see the day the order was placed.
Not only can you not be sure that your orders and clicks are in the same time window, you don’t necessarily know that the ad that got the click is the same one that got the order. While there’s a decent chance that it is, it’s not 100%.
For example, let’s say you have a Sponsored Display ad that is an absolute rock star at garnering awareness and clicks, but your Sponsored Products ad is better at generating those actual orders. If you were to focus your ad spend mainly on those Sponsored Products ads, you would be leaving your upper funnel out to dry. You would see fewer conversions as a whole because you wouldn’t be giving your Display ad the resources it needs to garner awareness and move people down the purchasing funnel.
Seasonality can throw a wrench in your dayparting and weekparting efforts as well. Let’s say you had an ad that a lot of people click during their lunch break, then order after work. That information would have become a lot less useful when everyone made the move to working from home in March.
In conclusion, while the concept of dayparting and weekparting can get some Amazon sellers frothing at the mouth, it’s not the PPC panacea they make it out to be. The data necessary for dayparting and weekparting is currently not available in any Amazon reports. Even if it was, pulling off dayparting and weekparting successfully is a lot more nuanced than it first appears.
Ultimately, we don’t suggest trying to apply dayparting to your Amazon PPC campaigns. Hours of the day and days of the week are just two of the countless variables that can affect your performance. By putting too much emphasis on those two variables, you wind up possibly ignoring others that could be having a much bigger impact on your metrics.
In short, until Amazon gives us the necessary tools and data to make effective dayparting and weekparting possible, don’t attempt it in your campaigns. There’s just too much room for error, and you could easily end up regretting it. Trust the data and tools you have right now to help make your decisions and you’ll be glad you did.
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- 1:05 Intro
- 3:05 What are Dayparting and Weekparting?
- 7:09 The Reality of Dayparting and Weekparting
- 9:10 The Perils of Trying to Daypart on Amazon
- 14:10 DSP Inside Normal Campaign Manager
- 16:38 The Perils of Trying to Weekpart on Amazon
- 21:19 Closing Thoughts
- Our Wish List for Amazon PPC
- Thinking Strategically About Amazon Advertising
- How Keyword Dumping Ruins your PPC Campaigns
- How to Become an Amazon Sponsored Display Master
- How and Why to use Negatives in your Amazon PPC
- Amazon’s New Sponsored Brands Reports
- How to Find New PPC Keywords with Reverse ASIN Lookup
- Getting High-Quality Product Reviews on Amazon with Andy Lam
- The Podcast Turns 100
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC