Amazon PPC Dayparting
There is no secret that any Amazon advertiser would like to save as much budget as possible. Experienced sellers know that a bad advertising setup can be a huge money waste and it is important to use any opportunity to cut out unnecessary expenses. One of such budget savers is dayparting.
Dayparting is a process of switching the Sponsored Ad campaign on and off, depending on the time of the day and the day of a week.
This action is not yet provided to Amazon sellers via the Seller Central Advertising Campaign Manager interface. So, the only two ways the seller can perform it is either manually switching the campaigns on and off at certain times or subscribing to an advanced Amazon Advertising Management Software.
The purpose of Dayparting
A general idea about Amazon PPC Dayparting is that the seller only pays for actual clicks – not impressions.
If, for example, the customers prefer to search and buy the product at night – then Amazon sellers see the majority of impressions, clicks, and sales at night and only a few during the day.
Before turning on Dayparting two questions need to be answered to adjust this function:
- what time of the day did the seller run out of budget (overall, PPC and Organics)?
- how many sales orders were made at any time each day of the week?
Dayparting and its benefits
Dayparting is a complex instrument, and not all sellers can benefit from using it due to the nature of their product. It indeed becomes more useful for sellers who have a limited advertising budget and want to get maximum out of it.
Logic and common knowledge can help to predict when customers want to purchase certain products, but it is safer to rely on collected and analyzed data.
If a seller can confirm that a certain time of the day/ day of the week brings abnormal sales – it might be worth trying Amazon PPC Dayparting.
Summing up it can be said that Dayparting is a profitable function for specific products, but it is only safe after detailed analysis.
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