Dayparting 101: Timing Your Amazon PPC Ads for Maximum Effect

Summary

In this informative session, RTO Java from PPC Ninja shares valuable insights on mastering the timing of Amazon PPC ads through a strategy called day parting. By analyzing data and adjusting ad schedules, sellers can target customers during peak purchasing times, potentially improving conversion rates and reducing costs. The discussion highlights the importance of understanding the best hours for ad placement, the challenges of bid adjustments, and the benefits of campaign pausing. The session also touches on Amazon's own bid automation features and emphasizes the impact of day parting on organic rankings.

Takeaways

• 📈 Day parting is a strategy to control when Amazon ads appear to target customers during times they're most likely to purchase.
• 🛠️ RTO Java from PPC Ninja shares tips on using day parting effectively to improve ad performance and efficiency.
• 🕒 Budgets in Amazon ads reset at midnight, leading to higher CPCs in the early morning hours and potentially wasted ad spend.
• 📊 Conversion rates and ACoS vary throughout the day and week, with some hours being more profitable than others for ad spend.
• 🔧 Download and analyze hourly data from Amazon's Sponsored Products reports to identify best and worst hours for ad performance.
• 🌡️ Use heat maps to visualize data and determine optimal hours for ad spend based on conversion rates and costs.
• 🚫 Bid adjustments can affect ad placement, potentially leading to worse performance if not managed correctly.
• ⏸ Campaign pausing can be an effective way to stop ad spend during low-performing hours, but may result in lower overall sales.
• 🔄 Amazon's own bid automation features are limited and may not be as effective as manual strategies for day parting.
• 📅 European-based Amazon sellers can meet experts like RTO Java in person at events like the European C-Commerce Conference.

Q & A

What is the main focus of the session with RTO Java from PPC Ninja?

The session focuses on mastering the timing of Amazon PPC ads through a strategy called day parting, aiming to target customers during periods when they are most likely to make a purchase.

What is day parting in advertising?

Day parting is the practice of controlling when your ads appear to target customers during specific time periods of the day when they are most receptive and likely to engage with your ads.

How does PPC Ninja assist Amazon sellers with their advertising?

PPC Ninja provides both software and services to help Amazon sellers optimize their PPC campaigns. They offer a self-service platform for users to benefit from PPC optimization and also provide professional services to manage accounts for sellers who need more direct assistance.

What are the two schools of thought regarding running ads during off-peak hours?

One school of thought suggests that even if ads are shown during off-peak hours, interested customers will engage, making it worthwhile. The other school believes that running ads during hours when conversion rates are low, such as late nights or weekends, is inefficient and a waste of budget.

How can sellers identify the best hours for their PPC ads?

Sellers can access hourly data from Amazon's sponsored product advertising reports to analyze performance metrics like conversion rates and ACoS (Average Cost of Sale) at different times of the day and week. This data can be compiled and visualized to determine optimal ad scheduling.

What is the impact of budget settings on day parting efforts?

Budget settings can be challenging for day parting because Amazon may not strictly adhere to the set budgets, potentially spending more or less than planned. To better control day parting, sellers can adjust their base bids and use Amazon's schedule-based bidding options or campaign pausing techniques.

What are the potential drawbacks of using bid adjustments for day parting?

Using bid adjustments can inadvertently change the placement of ads. Lowering bids might result in ads appearing in less favorable placements, potentially leading to lower conversion rates and poorer performance outcomes.

How does campaign pausing work in the context of day parting?

Campaign pausing involves manually turning off campaigns during hours when performance is typically low. This method allows sellers to concentrate their ad spend during peak hours, potentially improving overall campaign efficiency and conversion rates.

What is the significance of conversion rates in relation to organic ranking on Amazon?

Conversion rates are a key factor in determining organic rankings on Amazon. By improving conversion rates through effective day parting, sellers can potentially enhance their product's organic search ranking.

What are some common mistakes sellers make with day parting strategies?

Common mistakes include relying solely on bid adjustments without considering placement changes and expecting precise budget control with Amazon's default settings. Sellers should also be cautious about using third-party software that might conflict with manual day parting adjustments.

How can sellers avoid the pitfalls associated with day parting?

Sellers should thoroughly analyze their ad performance data, understand the potential impact of bid adjustments on ad placements, and consider using campaign pausing or Amazon's schedule-based bidding options for more control. Additionally, adjusting the budget flexibility setting to a lower percentage can provide more control over ad spend.

Outlines

00:00

📅 Introduction to Day Parting Strategy

The video begins with an introduction to the day parting strategy for optimizing Amazon PPC ads. The guest, RTO Java from PPC Ninja, discusses the importance of controlling ad timings to target customers during periods of high purchase likelihood. RTO shares insights on how to use day parting to improve ad efficiency and avoid wasting budget during less productive hours.

05:01

🕒 Understanding Day Parting

This section delves into the concept of day parting, explaining its origins in traditional media advertising and its application in the digital space. Day parting involves targeting ads to consumers during specific hours when they are most receptive. The discussion highlights the importance of aligning ad scheduling with customer behavior patterns to enhance ad effectiveness and mentions the challenges of applying day parting in Amazon's dynamic advertising environment.

10:02

📊 Analyzing Performance Data

The speaker presents a detailed analysis of ad performance data, including conversion rates and ACoS (Average Cost of Sale) across different times of the day and week. The data reveals patterns that can guide advertisers on when to allocate their budget more effectively. The segment emphasizes the value of collecting and analyzing hourly data from Amazon's sponsored product reports to make informed decisions on ad scheduling.

15:05

🛠️ Implementing Day Parting Strategies

This part discusses various methods to implement day parting on Amazon, including bid adjustments, budget adjustments, and campaign pausing. The speaker cautions against relying solely on Amazon's default bid adjustments and suggests more precise control through campaign pausing or manual bid adjustments. The segment also touches on the limitations of Amazon's bid automation features and the need for careful management of campaigns.

20:05

🔄 Amazon's Schedule-Based Bidding

The speaker critiques Amazon's schedule-based bidding feature, highlighting its limitations and potential for confusion when used alongside optimization software. The discussion suggests that while Amazon's attempt to support day parting is appreciated, the current implementation is not fully reliable and requires significant manual management, especially when dealing with numerous campaigns.

25:06

📉 Results and Insights from Day Parting

The speaker shares the positive outcomes of implementing day parting strategies, including significant reductions in ACoS and improved performance across the week. The segment emphasizes the importance of testing and adjusting day parting strategies based on data analysis. The speaker also addresses concerns about potential loss of sales due to campaign pausing and offers advice on how to balance this with overall ad performance improvement.

30:06

⏰ Handling Hourly Data from Amazon

The speaker advises caution when reacting to Amazon's hourly performance data due to potential inaccuracies and attribution delays. The segment stresses the importance of using historical data to identify patterns and make informed decisions rather than relying solely on real-time data. The speaker also shares opinions on the limitations of Amazon's marketing stream data and the need for specialized software to effectively utilize this data.

35:08

🤝 Engaging with the Community and Upcoming Events

The video concludes with an invitation for viewers to engage with the speaker and the host on LinkedIn and via email for further discussions on day parting. The host also promotes an upcoming European-based Amazon卖家会议 where the speaker will be a featured expert, offering opportunities for sellers to learn and network with industry professionals.

Keywords

💡Day Parting

Day parting is a strategy that involves controlling when Amazon ads appear to target customers during the time period when they are most likely to make a purchase. It's about optimizing ad spend by focusing on the hours of the day and days of the week when potential customers are most receptive to advertising. In the context of the video, day parting is used to improve the efficiency of PPC (Pay Per Click) advertising on Amazon, ensuring ads are shown during the times that yield the best results in terms of conversion rates and cost-effectiveness.

💡Amazon PPC Ads

Amazon PPC (Pay Per Click) Ads are a form of advertising where advertisers pay a fee each time their ad is clicked. It's a critical component of Amazon's advertising platform, allowing sellers to promote their products and increase visibility. In the video, the focus is on optimizing these PPC ads through day parting strategies to ensure that ads are shown at the most opportune times to potential buyers, thereby maximizing the return on ad spend.

💡Conversion Rate

Conversion rate is a metric that measures the effectiveness of a marketing campaign by calculating the percentage of clicks that result in a desired action, such as a purchase or a sign-up. It is a key performance indicator (KPI) used to assess the success of advertising efforts. In the video, conversion rate is discussed as a critical factor in determining the best times to show ads, with the goal of increasing the number of conversions during high-performing hours.

💡ACoS (Advertising Cost of Sales)

ACoS, or Advertising Cost of Sales, is a metric used in Amazon advertising to measure the efficiency of ad spend by dividing the cost of advertising by the revenue generated from sales that can be attributed to the ads. A lower ACoS indicates a more cost-effective advertising campaign. In the context of the video, ACoS is used to evaluate the performance of ads at different times of the day and week, helping to inform day parting strategies.

💡Budget Adjustments

Budget adjustments refer to the practice of altering the allocated budget for advertising campaigns based on performance or strategic objectives. In the context of Amazon PPC ads, budget adjustments can be used as a day parting tactic by increasing the budget during high-performing hours and decreasing it during less effective hours. However, the video notes that Amazon may not strictly adhere to these adjustments, which can complicate efforts to control ad spend.

💡Bid Adjustments

Bid adjustments are changes made to the maximum amount an advertiser is willing to pay for each click on their ad. This can be used as a day parting strategy to increase bids during peak hours when conversion rates are high and decrease bids during off-peak hours. However, the video cautions that lowering bids may impact ad placement, potentially leading to lower conversion rates if the ad appears in less favorable positions.

💡Campaign Pausing

Campaign pausing is the act of temporarily halting an advertising campaign to stop ads from being shown during specific times when they are unlikely to be effective. This strategy is used in day parting to avoid wasting budget on hours when conversion rates are low. In the video, campaign pausing is presented as a viable option for achieving day parting, allowing advertisers to focus their budget on the hours that yield the best results.

💡PPC Ninja

PPC Ninja is a software and service provider specializing in Amazon ads optimization. They offer a platform used by hundreds of users to optimize their PPC campaigns and also provide professional services to manage Amazon ad accounts for clients. In the video, RTO Java, the CEO of PPC Ninja, shares insights and tips on day parting strategies for Amazon PPC ads.

💡Amazon Marketing Stream

Amazon Marketing Stream is a feature that provides real-time data on advertising performance, including clicks, sales, and other metrics. It allows advertisers to monitor their campaigns on an hourly basis. However, the video script cautions that relying solely on this real-time data can be misleading due to attribution delays and the lack of a broader data context.

💡European Amazon Sellers

European Amazon Sellers refers to individuals or businesses that sell products on Amazon marketplaces targeted at customers in Europe. These sellers need to consider the unique characteristics of the European market, including different buying patterns, languages, and regulations. The video mentions an upcoming event, the European C-Conference, which is designed to help experienced sellers in Europe grow their businesses further.

Highlights

Day parting is a strategy that allows you to control when your Amazon ads appear to target customers during periods when they're most likely to make a purchase.

RTO Java from PPC Ninja shares valuable tips on day parting strategy for optimizing Amazon ads.

PPC Ninja is a software and service provider specializing in Amazon ads, offering both a self-service platform and professional account management.

Day parting can help you get more from the same budget by targeting customers during hours of the day when they are most receptive to advertising.

Traditional media used day parting to control the hour of the day when ads were shown for maximum impact.

Amazon's Sponsored Products Advertising reports provide hourly data that can be used to analyze the performance of your ads.

Bid adjustments can change the placement of your ads, potentially leading to worse performance if not managed correctly.

Amazon's budget adjustments are not precisely followed, which can complicate efforts to achieve effective day parting through budget control.

Campaign pausing is a method of day parting that involves manually pausing campaigns during hours when they are unlikely to yield good results.

Amazon's own bid automation or bid adjustment by day has limitations and may not be the most reliable solution for day parting.

Improving conversion rates through day parting can also enhance organic rankings, as conversion rate is a key signal for organic ranking.

Day parting strategies should be based on your own product data rather than general market trends.

To implement day parting, you need to download hourly performance data from Amazon's Sponsored Products Advertising reports and analyze it.

Heat maps can be created using data from Amazon's reports to visually identify the best and worst hours for ad performance.

Software solutions like PPC Ninja's can automate campaign pausing, making day parting more manageable for advertisers.

Day parting can help you stretch your advertising budget further by focusing spend on the hours that yield the best results.

Amazon's default setting allows for budgets to increase by 100%, but this can be adjusted to 25% in the account settings for better control.

RTO Java emphasizes the importance of testing day parting strategies step by step to avoid overwhelming changes and to measure results effectively.

Transcripts

in this session we will be talking about

how you can Master the timing of your

Amazon bpc ads to Target your customers

in the best possible way this strategy

is called day parting and it allows you

to control when your Amazon ads appear

to Target your customers during the time

period when they're most likely to make

a purchase and today my guest will be

RTO Java from BBC ninja who has some

great tips uh to share with you about

this strategy so let's welcome her here

today with me hio how are you doing hey

leet I'm doing good thank you so much

for having

me very great uh you have been to our

channel before for webinars and also for

uh other video recordings and your

videos are always very very popular

because you go straight to the point you

share what you know so others could

basically use the same strategies right

yeah thank you so much for saying that

yeah I try to do that as much as I can

so yeah appreciate it okay so as always

you know uh we usually start with the

introduction because because uh today as

well we might have people here watching

us live uh who are not so familiar with

your background in Amazon space so could

you shortly introduce yourself and let

us know what PPC ninja is also doing to

help Amazon sellers yeah absolutely um

yeah so I have been in the e-commerce

space uh for about 10 years uh or so I

used to uh be an Etsy seller and uh

that's when I kind of uh you know got

into e-commerce and uh learned about

advertising and uh marketing and

uh I'm an engineer by background so this

was like a completely different type of

uh Venture for me uh but then you know

fast forward to today I'm basically so

deep into PPC uh I've been the CEO of

PPC ninja since

2019 uh and uh we are a software and

service provider for Amazon ads and so

uh we have a self platform which uh you

know hundreds of uh users uh are using

to get uh you know lots of benefits from

their bpc optimization and then we also

have the services side where we actually

go in and manage your account for you uh

because you know there's so much to

learn with BBC and it's hard to keep up

with all the changes and you know all

the new things that Amazon uh throws at

us so uh we're we're Professional

Organization uh that specializes in uh

Amazon

advertising okay sounds good uh that's

why uh yeah you have been uh recording a

lot of different types of PPC videos as

well and usually of course one of the

main questions sellers have about ppcs

like how can I get more from the same

for the same budget or how can I stop

wasting my money and use it more

efficiently so they parting is

definitely one strategy uh they can use

to do it um so how we will do today Ru

has prepared some slides for us uh to go

more into the details but if you're

watching us live and you have any

questions for her regarding this

strategy leave them in the chat box

because we're gonna come back to those

questions uh soon uh and then Rich will

also answer and of course if you you

like what she's sharing and and you

enjoy this webinar don't forget to like

this video and also subscribe to our

orang YouTube channel because uh then

you will see more webinars like this in

the future so um yeah RTO I think you

can um share your screen with us and we

can go uh straight to the presentation

yep uh let me do that right now

okay okay uh do you see my screen

uh yes perfect okay awesome um all right

so yeah we're going to be uh doing a

little bit of a deep dive into tap

parting and I know this is uh a very

like uh interesting topic for a lot of

people uh it's also a little bit of a

controversial topic because uh you know

there's two schools of thought one that

says hey um you know even if your ads

are showing you know in the middle of

the night and if someone is uh

seeing your ad and clicking on it they

probably want to buy it uh and therefore

it's okay uh to kind of allow that uh

you know customer uh to explore your ads

and explore your brand um but then

there's the other school of thought

which says uh hey um you know in those

hours of night like middle of the night

or uh let's say some brands that don't

sell really well on Saturdays and

Sundays um you know why should we run ad

uh at a higher uh CPC when it doesn't

make sense uh these Shoppers are not

likely to convert as well as Shoppers in

other hours of the day so there's that

kind of controversy and people have like

different opinions about this uh but

what I'm planning to do here is to show

you like just the whole um you know

range of opportunities we have with uh

day parting and then you can choose what

works uh the best for for you okay so uh

before I get into all those details let

me just talk a little bit about what is

day parting so that you know anybody who

doesn't really understand it or

understand the historical reason for day

parting uh you know this will become uh

hopefully clarifying for you so day

parting is this idea that you know there

are certain Shoppers that you can reach

at certain hours of the day when they

are most receptive to seeing your ad so

let me translate that into the TV world

right so uh let's say you're having

breakfast in the morning you're watching

your morning shows or whatever um and

then you're served and add for something

that is to do with your cereal you know

yummy cereal or sugar-free cereal or

something like that um it's likely to

register much better than if you talk

about let's say wine for example so it

would be like wrong targeting if you're

talking about wine like for thing in the

morning like the best wines to have and

stuff like that so there's a time for

everything while you know it's quite

possible that someone is so into wine

that they'll say okay I'll take that ad

in the morning first thing in the

morning but you get what I'm saying

there's a certain hour of Day when

people are more in tune with the ad

shown and so that's how traditionally

day parying was done it was basically

done by uh TV channels and uh media

channels controlling the hour of day

when they felt and ad was going to be

the most impactful right now there's

nothing wrong with running Those ads in

other times of the day it's just that

you won't get the same kind of result

you may not get uh the same attention

you may not get the same um you know in

Amazon's world the same CPC you might

get uh a worse CPC in those hours and

that's why you want to be mindful of

what hour of the day is best suited for

your products now hour of day is one

thing but then there's also uh day of

week some brands are mostly business

focused Brands and their customers are

shopping between Monday and Friday and

Saturdays and Sundays tend to be the

slow days you know people are maybe

looking at ads but they're not in the

mode uh where they might you know shop

right away maybe they register your

brand and maybe come back to it later

but that's just a maybe you know they

may not right that you know that makes

the ad a little bit less effective uh

because you're betting on someone taking

action um based on their memory of of

you or if let's say you're a brand that

is very memorable then maybe uh it might

serve as like a continuous reminder that

hey Coke is something uh that you want

to enjoy but that's not the case for

business buyers Saturday Sunday is the

other day when they're not looking at uh

work related stuff so again for those

sorts of Brands you know being uh a

little bit more conservative with your

ad spend on the weekends uh might give

you that extra budget that you can and

then channel to those hours of the day

and week that you can get a little bit

better result right so your dollar can

be stretched further right when you

repurpose that that same dollars that

you're spending on the Saturday and

Sunday if you use that same money and

use it during the week you're likely to

get much better results so it's just a

matter of like thinking about like when

do I want to spend this money should I

really spend like three or four dollars

per click during the weekend or should I

spend just two or three doar click

during the weekday and you know get

better results okay so that's generally

the idea of

departing uh now in Amazon's world day

parting takes on another flavor and

that's basically the uh these two things

that are that you're seeing on the

screen number one that budgets get reset

at 12: midnight so you know while in the

traditional world there's no such

concept of budgets getting like reset at

a particular time they're just uh

slotting their ads in into the best time

of the the day that they think their

Shopper is uh available mentally but

when budgets get reset what tends to

happen is that at those hours of

midnight you know Amazon will start

showing your ads and at higher cpcs so

you tend to have like higher cpc's in

the middle of the night uh for some

reason because they want to spend and

then a lot of people report this that

you know by 8:00 a.m. in the morning

their budget is already consumed you

know so that's unfortunate because you

know nobody really bought they saw ad

but they clicked around they weren't

really in the the mode for buying and so

you've wasted your money by spending

maybe double of what you would spend

during the day uh and get the advantage

of more clicks with the same amount of

money so that's basically the Amazon uh

kind of twist on day parting and so

therefore it becomes important for us to

be mindful of like when we should be

spending our our

money now I want to show you some uh

examples

uh of like uh perform performance at

different hours of the day so here is a

conversion rate uh chart uh between 12:

a.m. and then um 12 midnight so the

whole 24hour cycle uh as you can see

here for for this brand it shows uh that

between 4:00 a.m. and about 1: p.m. you

had like elevated conversion rate and

then after that the conversion rate

itself started to drop off uh same thing

in the morning it was slowly picking up

like from 12 a.m. uh through 4 a. the

conversion rate was slowly inching up

but then it you know drops up pretty

sharply after 1pm so what does this tell

us conversion rate basically means the

uh the formula is uh orders divided by

clicks right so the amount of orders

that you can get for the same number of

clicks that's higher in this uh middle

band right so you can stretch your your

money a little bit further because you

you need fewer clicks to to make the

same amount of sales right and so you're

able to kind of optimize if if you can

optimize for the best conversion rate

hours that actually uh lets you stretch

your dollar

further now here's another view of the

24-hour window which is um AC cost right

we're looking at AC cost being the worst

between 12:00 a.m. and 4:00 a.m. and

then being the best during these hours

in the middle of the day and then again

creeping up to becoming really really

bad so so again like I said if you can

channel the amount of money you're

spending in these off hours and bring

them over to the middle of the day then

you uh can you know stretch your dollar

further now here's one for day of week

so conversion rate on day of week uh

Sundays here and Saturdays are below the

average line here so again it shows that

for for this uh example I'm showing the

conversion rates aren't that great on

weekends so again you can make some

adjustments

uh and then again I'm going to look at

the day of week AC cost and you can see

clearly that a cost tends to be above 20

20% uh which is the average through the

week and it's even touching about 40% on

the weekends so again these are all

potential uh savings opportunities and

we're going to look at how we can do

that uh you know the example I'm showing

here is basically saying that hey if we

could uh cut out the spend that were uh

utilizing on these uh weekends like

Saturday and Sunday uh and then move

that over to the rest of the week then

you would basically essentially save

this money and use it uh where it does

uh you know much

better now before we uh jump to any

conclusions about what time of day is

best for us we've actually got to dig

into the data to search for it and uh

and actually know for ourselves you know

what are the worst and best hours of the

day and the week

so to do that it's very uh uh convenient

uh now actually because Amazon has

started providing hourly data uh which

you can access uh from your sponsored

product um advertising reports so if you

go into sponsored products and then you

go into campaigns that's the only report

that has uh hourly data so you've got a

select campaign not keyword not search

term it has to be the campaigns report

so you pick up your campaigns report and

then automatically this time unit um uh

selection will show up and now you can

pick hourly so at the moment they're

giving you only last 14 days of data and

you can look back 30 days that's

basically what it is so I would

recommend everybody to just uh start

downloading these reports like every 14

days looking back 30 days so that you

can get enough data to kind of make your

conclusions because one of the problems

with uh acting on less data is that you

might might make the wrong decision

right so it's always good to have data

sufficiency and for that reason you

might need to get get more um Windows of

time uh to examine and to stitch

together and then you have substantial

data and then you can draw your

conclusion like you know in statistics

they say that you need at least 30 data

points before you can make a sample size

that is reliable for extrapolation so if

you want to do extrapolation and not

just do like one-offs uh you know oneoff

based decision then you have to have

data that is uh collected over time and

stitched together so that you can say

with certainty that yes this is my

pattern and then patterns are things

that you can actually rely on because

they tend to repeat right when you look

at your data you'll see oh you know with

certainty you can say that between this

hour and this hour uh over time I've

noticed that I do better or this hour to

this hour I don't do as good so that's

the idea of getting this report

downloaded next what you want want to do

with that report is you want to plot it

like this in the form of a heat map now

this was done very simply with uh Google

Sheets you can uh create some pivots uh

you can even ask Chad GPD for help uh to

come up with the formulas um chat

GPT version for the paid version uh can

also actually do a lot of this stuff for

you if you just upload your um uh your

downloaded file and just say hey I want

to create a heat map uh that shows me

Monday through uh Sunday and hours of

day what formulas should I use so you

should be able to create that fairly

easily with your with your uh with help

from chat GPT on your own uh but anyway

we created this uh with uh some

Automation and stuff now this actually

shows me um uh the hours of day where uh

the uh spend is sparse uh and these are

the hours of day that uh you know middle

of the day middle of the night sorry uh

and this is just the spend chart but we

actually do this for spend for sales for

conversion rate uh and for a cost and

then we compare all of those and see

what are the times that we don't want to

spend because it's um wasted uh it's

kind of not converting as well or a cost

is poor cpcs are high uh so you can make

all those different uh heat Maps uh and

then come to your conclusions about uh

what hours of day you want to tackle

now I would say if you're not uh

comfortable with losing sales because

you have very low sear uh let's say very

very low uh sales velocity and you don't

want to do any of this that's fine uh

and maybe you can start with you know

just a very small band uh you don't have

to kind of say precisely that between 12

midnight and 5 you know I'm going to

block these hours off uh you can even

just say hey my worst two hours in the

day are

12:00 a.m. to 2: a.m. for example so you

don't have to kind of be extremely

aggressive about it you can start small

and see the results measure them and

then figure out what you want to do with

with that data right so don't be afraid

to experiment maybe just for an hour uh

and see what

happens now there's a few different ways

to achieve day parting and I'm going to

explain uh those three ways and um

there's no right or wrong answer but we

do have uh some suggestions and some

recommendations for uh you know what

kind of uh optimization to do for

achieving day parting so the first one

which a lot of people talk about is Bid

adjustments so the idea here is that in

the best hours of the day you keep your

bids higher and in the worst hour hours

of the day you lower your bids like you

bring them down quite a bit now there is

uh some pros and cons to doing that I'll

just come to that in a second let me

talk about the next one so the next way

that people are talking about achieving

day parting is by making budget

adjustments uh extremely hard to do

because um you know Amazon budgets are

set at the the day level uh and really

by hour hourly uh adjustments you're

just going to be approximate about it

like I don't think it's easy for anybody

to kind of do it um

precisely um and uh also I'll explain

the reason why it's not so easy and then

the third method is to basically pause

your campaigns in those hours when

you're not likely to get a good result

right so now let's dive into the uh kind

of uh challenges with each of these

methods so with bid adjustment let's say

you try to do bid adjustments um let's

say you lower your bid because it's

really you know the the worst times of

the day you youd really bring your bids

down uh what what happens with bringing

your bids down is that it impacts your

placement uh so as you know there's

three placements there's top of search

there's uh product pages and there's

rest of search those are the three

typical placements on Amazon there's

also off of Amazon but let's not bring

that in let's just talk about these

three placements so what happens is that

each placement tends to be aligned with

the bid band uh so like if you're

bidding super high let's say you're

bidding $3 to $4 per click um it tends

to be more aligned with showing up uh

substantially more on the top of search

uh versus any other placement and on the

other hand uh if you have a low bid

let's say 40 cents 50 cents something

like that uh you know that seems to

never win top of search it seems to be

more aligned with uh you know some of

the other placements like rest of search

or product pages so what do you achieve

by lowering your bids uh it can actually

have the effect of switching a placement

instead of improving the result right so

if your placement has switched from top

of search which let's say had a high

conversion rate and your product pages

let's say had a poor conversion rate

well now what you've done is you've

promoted a high converting um keyword

into a very low converting keyword on

the placement that gives you um enough

Impressions and enough clicks uh but you

know given the the low bit it gives you

enough Impressions and clicks but the

performance there isn't great so your

goal was to improve the performance and

now you ended up making it worse because

it's showing up in a in the wrong

placement so that's just a challenge

because I wish Amazon gave us three

different bids for three different

placements but they don't they just give

us one bid and then we have to control

you know how those things show up uh so

that's basically the the challenge with

the bid adjustment now as you guys know

Amazon has also come out with their own

uh bid automation or bid adjustment by

day and I'm going to talk about that in

the next slide uh and so that is also

another option under bid adjustment but

also has a little bit of challenges so

I'm just uh going to defer that to the

next slide next let's let's talk about

budget

adjustments so the challenge with budget

adjustments is that uh it's not exactly

followed by Amazon uh any kind of budget

gaps uh you're setting today uh are

subject to some Le leeway like your not

exactly spending the same amount that

you're uh you're budgeting so let's say

your budget is um uh $40 a day right uh

Amazon can actually change uh that

amount from 40 to 80 uh and spend more

on one day and make up on some other

days well that doesn't give us uh you

know control because that's up to Amazon

like how they distribute the budget

across the month to make a you know to

make sure that they stay within the

total you know 30 times whatever your

daily budget was uh that again is up to

Amazon and they might uh who knows they

might um you know use more of your

budget on the days when you don't want

it to use more of your budget like a

Saturday or a Sunday or any other day of

the week depending on your business type

uh so then how do you control that right

you can't control it now like I said the

budget can actually go from 40 to 80

because by default there's a setting in

your account settings with in uh

sponsored ads uh that allows them to

increase the budget by 100% And that's

the default setting by the way so if you

guys haven't noticed it I would

recommend that you go there and change

that to 25% they only give you two

options one is 100% the other one is 25%

so let's say your 100 your sorry let's

say your budget is $100 with the 25%

option your budget will only go up to

125 uh but if it's set to the default

your budget can actually go up to $200

so that's the reason why because this is

not precisely followed by Amazon it

becomes a little bit messy to try to

achieve uh Dearing through budget

adjustments now the third option is

campaign pausing in those worst hours of

day when or week when you're not seeing

good results now this does the job

however yes there's a chance that uh you

will have lower sales because those

worst are hours were also bringing in

some sales even though it was like one

or two sales in the middle of the night

but they were at like 200% a cost or

whatever so yes you will lose sales but

then would you rather lose those sales

and use that money to uh you know have

better sales in a different time of day

or you still want that sale uh that's up

to you uh it really depends on your

business it really depends on what phase

uh whether you're desperate for any

movement uh or you have some sort of

stability and now you're just just

looking to fine-tune that and optimize

that so uh like I would say uh for us

campaign pausing has been uh great uh

it's actually help helped to do the job

like we've been able to cut back on our

uh spending in the worst hours and uh

literally challeng channel that uh

amount to the best hours and um you know

it really does uh

great now let me show you Amazon's uh

you know version of the schedule based

uh biddings okay so where can you find

this uh you want to go inside your

campaign settings and within your

campaign settings you will see campaign

bedding strategy right here and uh this

has two options one is uh rule-based

bidding and the other one is uh other

bidding strategies with scheduled rules

um I would recommend uh not setting the

root based bidding because that's uh

it's kind of uh up to Amazon to change

your beds throughout the day I mean this

is not really uh like an hourly uh

bidding strategy it's just uh overall

Amazon uh gets to pick whatever time of

day or night or whatever bids to keep

your um campaign performance within a a

given draas Target uh now they don't

really do a good job on the downside

they might say okay to get you um you

know uh like a a better uh Ras uh they

might just you know increase your uh

budgets uh and increase your bids in a

certain way um but they won't bring it

down right so that's a little clunky so

I I I would recommend not going there

yet till they improve their uh logic but

if you go here in the other bidding

strategies you have to pick either down

only or up and down or fixed that's up

to you like based on I mean that's a

whole another discussion about which of

these you should be using

but let's say you CH you chose down only

right and then you have this add-on

which is with scheduled rules so how

does this work you basically click on

ADD schedule

Rule and then you start uh you know set

a start date um and then you say uh

recurrence is daily and then hours of

day you can choose a start and end time

for when uh this rule based bidding will

kick in or schedule based bidding will

kick in now you can uh tell Amazon to

make a bit adjustment by a certain

percentage like let's say 20% and then

you want to give some name to it like

midday increase by 20% now the downside

to doing this method is that Amazon only

has the ability to increase your bids by

whatever percentage you specify here

they don't have the ability to decrease

your bids in the worst hours

so then how do you manage this well the

only way to manage this would be to

lower your bids down across the board

like all of the keywords in that

campaign you'll first have to lower your

bids and then apply a bid adjustment for

a given time window that's basically how

the setup will

work now there's another challenge with

this um you know apart from The

Challenge of not being able to do

negative uh bid adjustment the other

challenge is is that let's say you want

to combine this with some sort of uh

software like let's say you have an

optimization software running well

that's going to get pretty confused and

it is going to not be able to work

together with this so you'll have to

pick either this or that because

otherwise if you if you're going to do

both uh that's going to be confusing

you're going to get mixed results and

all kinds of results right uh so that

that makes it pretty much like a manual

thing then if you're using sub sort of

automation you can no longer use that

and now you have to do everything

through these rules and it can get

pretty cumbersome because you know if

you have 100 campaigns well then now you

have to manage these schedules for all

those 100 campaigns manually right

there's no really good way of doing it

and another challenge is that if you

lower your base bid to comply with this

uh raised bid during the best hours well

then there's a chance that that bid

becomes so low that it doesn't even give

you Impressions you know this doesn't

even kick in at all because the bid has

gone down to 10 cents or something you

know it's like applying one of those

900% modifiers on on the 10 cent bit it

never worked right so that those things

don't really work so you've got to have

like some sort of like reasonable base

bid uh in order to apply like a

reasonable bid adjustment it can't be

you know super precise or super targeted

because it can uh vary and and you'll

have to do a lot of like manual uh

management of all of these different um

you know C campaigns so for that reason

I think that uh while Amazon did a you

know it made an attempt to try and

support the idea of um de poding uh you

know their solution is still like half

baked it's still not like ready to uh to

be used reliably uh but I'd be

interested to see if anybody has tried

it and has seen like good results and

maybe you have an sop that's you know

fantastic and that's kind of given you

the ability to do this at scale um but

in any case like I mentioned earlier the

option that we uh picked was uh this one

the campaign pausing option and uh you

know even within our software we have

been testing the campaign pausing option

so basically uh it's that heat map that

you uh download from Amazon uh you

basically translate that into uh you

know our system and then just Mark all

of the the hours of day that you want

your campaigns to run or want the

campaigns to be off and then we also

have another layer of uh participating

campaign because sometimes you want

certain campaigns to be excluded from

any kind of pausing you want them to run

all day all day and night uh for example

a branded campaign like you want always

to be found and so you don't really care

if the Branded campaign is achieving its

goal uh throughout the night day

whatever um and you're managing that

through setting campaign level Target AC

well then you can exclude that from uh

the campaign pausing uh rules and then

just uh let them run uh all day uh all

week now let me show you some of the

results uh based on the you know what we

did so we typically started uh actually

we started uh running uh departing

around November uh and uh this is the

before and after in terms of like uh

just pure e cost right I'm just

measuring pure e cost so if you can see

here in this first case uh there was an

average of 20% a cost throughout the

week and then on the weekends it was

like touching

40% now we kind of uh did pretty

aggressive day parting on the weekends

to get rid of like the spend on these

days um and then we also shaved off some

of the hours that we had the worst

performance during the week and these

other the results so as you can see the

entire account has come down below 20%

so you're seeing every day that we're

doing better than we were before plus if

you notice the weekends performance is

also you know uh so much better like

it's actually closer to the 20% even

lower than the 20% Mark that uh I showed

you uh you know actually right here uh

that was happening prior to us running

uh these U the this test so we've done

it for a bunch of uh clients now and

we're seeing good results uh and uh

that's basic basically my kind of uh

recommendation uh to try do uh campaign

pausing uh start with downloading your

report from Amazon finding out the worst

hours of the day blocking those off and

then testing it you can you can test

with like a very small window of of

pausing so that you don't boil the ocean

right we don't want to like kind of go

all in or or or not let's do it like

step by step and see how it can improve

your overall performance um I guess

there's one last thing to mention uh

before we uh uh wrap up uh which is uh

you know the hourly data that comes from

uh Amazon I I also have an opinion about

that that I'd like to share now of

course these opinions do evolve over

time and I'm talking to a lot of people

to try and you know uh you know see what

the the best kind of uh combination of

strategies might be but let me talk

about the hourly data that comes from uh

Amazon marketing stream which gives you

like you know after every hour it'll

tell you hey in the previous hour you

you had like 45 clicks and no sales or

whatever so it's telling you uh in

almost like a real time uh on a real

time basis it's telling you what

happened in the previous hour or let's

say the previous hour had a very high a

cost or whatever now that is actually

very unreliable data only because

attribution delays happen all the time

so if you're trying to uh um react too

soon uh you might have trouble because

uh you know those hours or that hourly

data is going to just make it very hard

for you to make the right judgment first

because the U data will be insufficient

you don't have like days and days and

days and weeks and months of data to to

detect a pattern you're just reacting to

just one hours of data one hour hours

worth of data which is just the opposite

of the statistical sanity of having

enough data to make a decision you're

basically saying I'm just going to do it

on one hour's worth that's actually um

uh quite dangerous unless we pair it

with something else unless we also say

hey we're going to look at the hourly

data and we're going to look at

historical data that still makes sense

because then you can say okay this is in

line with our historical but you can't

do that manually you need you know some

special super special software and I I

know that that can get a little

challenging uh so uh anyway so those

were my thoughts on the hourly data as

well still not a very reliable way uh

unless you pair it with the historical

way in which case you might as well use

the historical way that uh I recommended

uh through campaign pausing you don't

really need anything fancier than that

uh to come to those almost same

conclusions about which hours of day you

should be prioritizing so yeah that that

brings me to the end um I mean if

there's any questions um available on uh

this email address and I'm also uh

active on LinkedIn so if you have any

questions want to uh have a chat uh feel

free to reach out and I'll would be

happy to engage um and have any further

conversations around uh day

parting thank you so much Ru uh was

super interesting to hear you uh or

listen to you and learn from you

regarding to the tap parting and I have

to admit I took my phone for a second so

I wasn't looking at the screen and your

presentation and I had to open the video

and I had to like it because the way how

you were explaining the day parting

strategy so effortlessly and and in a

such a good way that it's actually easy

to understand and follow along uh that's

really a skill and we also got already

comments saying that's very useful so

far in the middle of the presentation so

uh thank you so much uh so a few things

now uh if you're watching us live right

now and you really enjoyed what Ru was

explaining as well just as I did and you

didn't yet like this video then please

do that and support us and R as well uh

so we could bring more videos like this

uh to you in the future and as R

mentioned in the very end um you usually

go to events and talk with a lot of

Sellers and other experts and that's

kind of the good way how to stay on top

of everything and before we go to a few

very good questions which we received

from the live audience I wanted to

actually highlight that uh

european-based Amazon sellers you have a

chance to uh meet Ru very soon in person

in Europe and also us pay sellers if

you're interested in learning more how

to sell better uh on the European

marketplaces then uh there's something

for you as well so let me just take one

minute to share my screen um so I want

to introduce you the European c

conference which is our main event which

we organize in Europe uh with the orange

click team it takes place in brague

Czech Republic uh from March 13 to 16th

and this event is all about helping

experienced and established sell sellers

to uh grow even further uh to go beyond

the first Millions uh which you have

already uh achieved and just a quick

overview of the event uh it's uh it

lasts around uh three four days so we

start with the VIP day on the March 13th

where RTO is also actually one of the

VIP experts meaning she will be leading

uh small Master M sessions with the most

experienced uh sellers attending the

event and then on March 14th and 15 uh

this is when the main event magic takes

place uh this means basically two days

is full of very actionable presentations

from different speakers uh just like R

and others um I'm going to introduce

some others uh in a second as well and

then we're gonna um finish the event

with an advanced Workshop this year it's

held by Chris rowlings and it's called

um the brand transformation Workshop

which means you will go into all of the

growth strategies uh needed to grow your

business further and as you can see uh R

is here dim Jordan will be here from

carpon 6 Tomy rabinovic leio and many

many other uh sellers experts from

Europe from us and from Canada as well

so uh hopefully uh you're gonna join us

as well and actually uh R it will be

your first time at our event right yes

yes I am so excited uh like I haven't

been to Europe since gosh I was a kid so

I'm really excited to you know come to

Prague and uh you know be at your event

uh I wanted to come last year hon but

something didn't work out like so I'm so

glad it's going to happen this time so

yeah definitely if you want to learn

more from R to 10 join us because you're

actually going to present very

interesting topic about also data and

how to build data pipelines to uh even

more connect all of the different data

points you can get out of Amazon right

now so definitely wor to come even just

for uh your presentation but okay uh

let's go to the questions then uh so

let's go over uh where do you find the

chart or the information for time um of

day spend or day of a week spend yeah so

I think it'll be best if I share my

screen uh because I do have a slide

there uh okay so I'll share my screen

um so it's this one

here and go full screen as well if you

can yeah perect yeah yeah so friend

basically you want to go into your

advertising reports uh and then you want

to pick sponsored products and then

after that you want to pick campaign um

and then this will show up and then you

click on hourly uh and then you pick the

last 14 days of data uh so that's

basically how you can download it once

you download it I would recommend uh

collecting at least you know three sets

of data like so after 14 days you do it

again and then you do it again then you

have enough data you Stitch that all

together into one jumbo um you know uh

report and then you use Google sheet

sheets or Excel whatever you prefer and

then translate that information into a

chart like this you can do this through

uh like pivot tables or through certain

formulas uh and you can also ask chat

gbd to help you with those formulas and

build a heat map like this so this is

the way to find out what's the best and

worst hours uh you can also uh create

these heat maps for different um

different attributes like you can do it

for Eos you can do it for uh version

rate for cpcs because all of that data

is right in that hourly report that you

download from Amazon all of that

information is already there okay so uh

just to then follow up with a question

from Joseph so uh he says hi from New

York where can I see how my PPC

conversion is doing by hour is there a

report for that so I understand you get

the same information from there yeah

exactly so it's the same information

Joseph uh it's just that you you will

need to add a conversion rate column uh

because Amazon does not generally

provide conversion rate in their report

they do provide it for certain reports

but the campaign report you will have to

create a calculated uh column that's

basically orders divided by clicks and

that's your conversion rate so you can

plot that in the heat map and that's how

you can get conversion rate by hour of

day okay very good thank you so much um

so Fran is also asking can you preset

campaign pausing

so you need uh software for that that's

what I was sharing earlier that that's

what uh our PPC ninja software is uh

currently testing we haven't rolled it

out to everybody yet but we've got a

bunch of uh brands that are testing it

out U so you do need uh some sort of

software to go in every hour and turn

off those campaigns that you've selected

right you can also uh choose which

campaigns won't participate in day

parting so that they can run all day all

all night you know so you do you do need

software for

that okay so Fran is saying also thank

you for all of the answers you are

providing and so another question from

Abdul uh does day parting affect uh

organic

ranks so the number one uh signal for

organic ranking is conversion rate so if

you improve your day parting uh results

uh you know by improving your overall

conversion rate which it will improve in

this with this method because you you're

not going to you you won't have the

worst hours of the day when the

conversion rate is poor impacting your

uh overall day conversion rate and so

that will in theory it should improve

your organic ranking as well so that's

actually a really good point that you

mentioned Abdul uh because uh I hadn't

added that to my slid so yeah that's a

great point that the the added benefit

of doing deting is that you improve your

overall conversion rate which then

improves your organic ranking MH okay

thank you so um can you see any of this

Trends or information before uh I launch

a new product or somebody launches a new

product no uh it is very specific to

each product and um in fact you this is

not something that's published or if you

want just a general idea of like uh what

the the trends are You' probably have to

look at some of the um you know some of

the bigger players in the market who

published certain reports but I wouldn't

trust that either you know I would I

would use our own data to figure out how

it can help us you know so your product

might be um very different from anybody

else's so I I wouldn't recommend going

after like General Trends

um but uh yeah 14 days of data is all

you need actually to start seeing some

information and then you just uh layer

on that MH okay thank you so um

can you share um some or or any mistake

sellers make regarding uh this strategy

but uh sellers could actually avoid if

they know about it in

advance yeah so yeah I think uh you know

some of the examples I shared with um

you know trying to do it uh you know

trying to do um day parting by just

using bid adjustments uh that could

change the placement uh in which your

your keywords are showing up so instead

of showing up at the top of search where

you want it to actually show up it might

start showing up at the product pages or

rest of search placements and that way

it could end up being uh the opposite

you know of what you wanted to achieve

right instead of improving the

performance you might end up uh you know

worsening it so just be aware of like

using those other strategies um and then

I also shared about budgets if you if

you're trying to use budgets as a way of

controlling uh day parting again that

could be off because Amazon doesn't

really stick to their budget gaps they

can actually go above they can actually

double the budgets in real time uh

because they have the leverage to do

that uh there's a setting inside of your

uh campaign uh manager if you go in

there and look at the setting you can

find out whether Amazon has the uh right

to do 100% more of your budget or 25%

more I would say set that to 25%

regardless as soon as possible

MH okay cool well thank you so much Ru

for yeah for the presentation and also

for answering uh all of the uh comments

so uh again if you didn't like the video

yet but really enjoyed what we were

discussing today here about day partying

then definitely like this video and also

subscribe to our Orange Creek YouTube

channel to see more videos and web

webinars like this in the future and

again um if you're watching us from

Europe you're experienced Amazon Seller

you have a chance to meet R to in person

in March in brague Czech Republic so uh

from the video description below you

will also uh get the website of the

event so you can learn more about how

the event Works who are the speakers and

how you could join us as well um and

also if you're a US based seller and

you're already selling on European

market places or would like to expand to

Europe uh anytime soon this event is a

very good place where it to be because

there will be around 200 200 people from

40 different countries all across from

Europe and there's like no better place

uh to learn about expansion to Europe

than this event so yeah R I'm very

looking forward to see you in person as

well and thanks again for to day and see

you soon then thank you so much l see

you soon take care bye

guys and now I would like to invite you

to watch a video I recently recorded

about European conference where where

I'm walking over how the event works why

it's important to be there if you want

to uh network with other Sellers and

what's actually the real benefits of

being being together with experiened

sellers for a couple of days in a row so

you could establish very important

relationships which would help to scale

your business beyond the first

Millions