Blog Post

Dayparting


Dayparting: When used as part of an Internet marketing strategy, dayparting is the practice of turning advertising campaigns on and off depending on when one's target audience is more likely to be available. It also involves changing one's ad bid price based on peak activity times for the targeted audience.

Internet marketers typically determine the peak times of day in which their audiences access the web by accessing the Dimensions tab in their Google AdWords accounts. In the AdWords interface, one can look at the most profitable time periods of the day or the highest-performing times for PPC.

Generally, B2B companies' ads and PPC campaigns tend to see optimal traffic during normal business hours -- 9 a.m. to 5 p.m. Businesses related to home improvement and DIY projects, in contrast, tend to perform better outside these hours, as people aren't likely going to be researching a home improvement project while they're at work.

Many businesses also don't want to advertise to late-night browsers and comparison shoppers, as statistics show they are the group of web users least likely to make a purchase and deliver an adequate conversion rate.

By dayparting your PPC campaign, you can make the campaign more efficient and pay for the clicks that are more likely to deliver a return on the investment.