Dayparting is a powerful feature in Seller Labs Ad Genius that allows Amazon sellers to precisely schedule their advertising campaigns for maximum impact. This guide explains what Dayparting is, why it’s beneficial, and how to set it up—both for individual campaigns and in bulk. It also details advanced strategies to help you optimize your ad spend and boost sales.
Contents:
What is Dayparting?
Dayparting enables you to control when your Amazon Sponsored Products and Sponsored Brands ads run during the day and week. Instead of keeping your campaigns always “on,” you can schedule them to run only during the most profitable hours. This flexibility helps:
Optimize Ad Spend: Avoid spending money during low-traffic hours.
Lower ACoS: Run ads when conversion rates are highest to reduce your advertising cost of sale.
Maximize ROI: Allocate budget toward periods of high buyer activity.
Increase Exposure: Capture attention when competitors’ budgets may be exhausted.
Simplify Management: Apply schedules across multiple campaigns at once.
Make Data-Driven Decisions: Tailor schedules based on performance insights from reports and analytics.
How to Set Up Dayparting in Ad Genius
Below are step-by-step instructions for configuring Dayparting.
1. Log Into Seller Labs
2. Navigate to Dayparting Scheduling
Click the hamburger menu in the upper left corner.
Under Ad Genius, select Dayparting Schedule.
3. Set Time Zone
Choose the time zone that makes the most sense for your target customers. You can:
Use your local time zone.
Or select your Amazon marketplace time zone (e.g., US, EU).
4. Select Your Campaign(s)
You have two ways to choose campaigns:
Click the Select button next to a campaign name.
Or start typing the campaign name into the Campaign Selection field and pick from the list.
Already selected campaigns appear at the top of the list for easy reference.
5. Configure Schedule
Choose when your ads should run:
By Hour: e.g., 9:00 AM to 9:59 PM.
By Day of Week: e.g., exclude weekends.
Important Note: When you flag a time block (e.g., 2:00 AM), your ads run from 2:00 AM to 2:59 AM. If you want ads paused by 6:00 PM, you must uncheck 6:00 PM and only leave 5:00 PM selected.
Your campaign will automatically pause during any unselected times.
7. Save Your Settings
Click Save in the lower right corner.
To apply your schedule across all selected campaigns, click Save And Apply to Campaigns.
4. Saving Template (optional)
After configuring a schedule, click Save Template to store your settings.
Reuse saved templates to quickly apply Dayparting across additional campaigns in the future.
Please find video instructions below:
Monitor and Adjust Performance
After Dayparting is active:
Track results via:
SKU Details and SKU Economics for granular SKU-level data.
Look for changes in:
Impressions
Clicks
Conversions
ACoS
ROAS
Adjust your schedule as needed to further optimize performance based on real-time data.
View Campaigns Using Dayparting
To see which of your campaigns already have Dayparting enabled:
Go to the Campaigns with Dayparting from the Dayparting Schedule page.
This page displays:
Campaign Name
Type
Current State
Daily Budget
Serving Status
Use the Marketplace Picker to switch between marketplaces easily:
Click any campaign name on this page to jump directly to its Dayparting Schedule tab in the Campaign Editor for quick edits:
Advanced Dayparting Strategies
Maximize the power of Dayparting by employing the following strategies:
Strategy #1: Dayparting Heatmap Analysis
Use the Dayparting Heatmap report in Ad Genius to analyze when your customers are most active:
Access it via the Ad Genius section.
Using the "Select Data:" dropdown at the top left you should be able to choose from several data points including:
ACoS
Attributed Conversions
Attributed Sales
Attributed Units Ordered
Impressions
Clicks
ROAS
This data helps identify peak shopping times for all SKUs or a single SKU, guiding your scheduling decisions.
Watch our introductory video, HERE!
Strategy #2: Testing Time Segments
Note: This method applies only to Sponsored Products, as Sponsored Brands have a different campaign flow.
Steps:
Duplicate your campaign multiple times (e.g., 12 campaigns).
How to copy a campaign in Ad Genius:
Go to the Campaign Manager page.
Click the three dots next to a campaign name.
Hit Duplicate Campaign from the menu on your right.
Set up Dayparting on your newly copied campaigns as described above.
Assign each duplicate to a unique 2-hour block (e.g., 12 AM-2 AM, 2 AM-4 AM, etc.).
Keep all other variables (budget, bids, products) identical.
After enough activity, analyze:
Click-through rates
Conversions
ACoS during different time blocks
Tip: Name campaigns with the time slot (e.g., Manual – 6 AM–8 AM) for clarity.
Strategy #3: Evening Advertising
Since Amazon Sponsored Products budgets reset every 24 hours, competition for bids often drops later in the day. Consider running your campaigns exclusively in the evening when:
Competitors’ budgets may be depleted.
You might secure lower-cost bids.
Your ads gain better visibility without as much competition.
This approach can significantly reduce your average cost per click and improve ROI.
Final Thoughts
Dayparting is an excellent tool to help Amazon sellers:
✅ Spend ad dollars more efficiently.
✅ Improve profitability.
✅ Gain a strategic edge over competitors.
Experiment with different schedules and strategies to determine what works best for your business. Leverage reports, heatmaps, and your performance data for the smartest results.
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