• Chase Charaba

Why is Dayparting PPC important for a successful ad campaign?

Updated: Mar 5


Why is Dayparting PPC important for a successful ad campaign?


If you post on social media regularly, chances are you’ve scheduled a post before using either the native application or a third party tool like Hootsuite or Buffer.


You also probably know that posting at the right time can increase engagement. Posting when your audience is most active can lead to more clicks and more sales.


Did you know that you can do the same for advertisements? In this article, we will discuss the practice of dayparting and how it can be used to optimize your ad campaigns.


What is Dayparting?


In the marketing world, dayparting is the act of scheduling ad campaigns at certain times, such as a specific time or day of the week. This allows you to only show your ads when they are most likely to convert.


Dayparting was first used to split up radio and television viewing times based on specific audiences. For example, you’ve likely listened to talk radio during rush hour because of dayparting, while the same station plays music with limited interruptions during the work day.


This is because more people listen to the radio while commuting to and from work, and more commercials can be played.


Similarly, television networks use dayparting to determine what programs air at a given time. In the mornings, for example, you’ll usually find national morning news shows, while in the afternoon you’ll see soap operas and talk shows. This is because TV networks primarily target stay-at-home moms and the elderly during these hours. Then, once most viewers are home from work, the stations air primetime content such as scripted dramas and game shows.


Dayparting with digital advertising essentially works the same way. Thanks to analytics, you can determine when your audience is online and optimize your ad campaign to only run when you will get the most conversions.


For example, if most of your audience is only online in the evening from 7 to 10 p.m., it makes more sense to target them then instead of the smaller portion of your audience at 2 p.m.


The use of dayparting depends on your business and who your audience is. Let’s explore the benefits and cautions when it comes to using dayparting.


Why should I use dayparting for ads?


If your brand has audiences that are active on social media platforms at certain times or on certain days, dayparting can help you improve your brand’s visibility and conversions.


Let’s say you operate a business that sees spikes in views and conversions on the weekends and Friday evenings, such as a hardware store. You’ll be able to boost your visibility and conversions by targeting that audience on weekends instead of weekdays.


However, if you don’t have days or times that stand out, dayparting may not be for you.


When shouldn’t I use dayparting?


Dayparting doesn't work for every business or campaign. If your business sees the same amount of activity and conversions for all hours of the day, such as with many eCommerce brands, then dayparting won’t benefit you.


If you have a large audience, for example, a business that sells inexpensive personal hygiene products, your products may appeal to seniors, working adults, and college students or teens. In this case, dayparting may not work because you will be losing part of your audience.


This also doesn’t work if you aren’t getting traffic from your ads to begin with. If that’s the case, the issue likely lies not so much with when you post, but the quality and message of your ads.


Dayparting can also be expensive because the ad cost may increase if your audience’s peak is the same as the platform’s peak hours.


How to start dayparting for your campaigns


The first step to setting up scheduled ads for your campaign is to determine if it is something you need to implement. You’ll need to spend some time looking at your analytics and campaign performance.


How to set up dayparting for Google Ads


To see if you need to daypart your ads with Google, search for your Predefined Reports. In the view tab, you can select Time to see what time has been best for your previous campaigns. If there is a clear trend, then dayparting may be beneficial to you. If not, then don’t use dayparting.


To set up dayparting, go to your ad settings. Choose Ad Schedule, and then select the +Ad Schedule button. Now you can choose the days of the week and times to show ads.


Once you’ve set your ad up how you like it, go to Set Bid Adjustments, and start a trial period. That way, you can test the method before committing to it.


How to set up dayparting for Facebook Ads


To set up dayparting in Facebook Ads, navigate to the Ad Set area of Facebook Ads. From there, select Budget and Scheduling, and then lifetime budget. Here you can set the schedule and budget for your ad much like you normally would.


If you scroll down to the section under Optimization for Ad Delivery, you can select Run Ads on a Schedule. Now you can choose the times and dates you’d like your ad to run on. You can also choose to use the viewer’s timezone if your audience is geographically widespread.


Conclusion


Dayparting is just one of many optimization methods available for your ad campaigns. While its success isn’t guaranteed depending on your audience, when set up correctly for the right audience it can make a huge difference in your marketing.


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