How to Adjust Amazon PPC Bids Based on Time of Day and Week
Amazon PPC does not currently offer dayparting (automated scheduling of ads by time of day or day of the week), but sellers can still optimize their bids manually using performance data. By analyzing when shoppers are most active and adjusting bids accordingly, advertisers can maximize sales while minimizing wasted ad spend.
Why Adjust Bids Based on Time of Day and Week?
•Increased Efficiency – Avoid unnecessary spending during low-converting hours.
•Higher ROI – Focus ad spend on peak shopping times.
•Better Control Over Budget – Prevent budget depletion early in the day.
•Optimized Ad Placements – Compete more aggressively when conversions are highest.
How to Identify Peak and Low-Performing Hours
1. Analyze Amazon PPC Performance by Time of Day
•While Amazon doesn’t provide hourly breakdowns, you can use third-party tools like Pacvue, Helium 10, Perpetua, or Sellics to track performance trends.
•Some brands run short-duration campaigns (e.g., 6–12 hours) to test ad performance at different times.
2. Review Weekly Trends
•Check your Advertising Reports in Amazon’s Advertising Console to identify which days have the best ACoS (Advertising Cost of Sales), CTR (Click-Through Rate), and CVR (Conversion Rate).
•Look for trends in weekend vs. weekday performance—some products sell better on specific days.
How to Manually Adjust Bids for Optimal Performance
1. Increase Bids During High-Converting Hours
•If you notice higher conversion rates in the evening or lunchtime, increase bids by 10-30% during those hours.
•Run separate campaigns targeting different time blocks to allocate budgets efficiently.
2. Lower Bids or Pause Ads During Low-Performing Hours
•Reduce bids for early morning or late-night hours if they generate high costs but few sales.
•If using Sponsored Display Ads, reduce placements during non-peak hours.
3. Allocate Budget Strategically
•Set a higher daily budget if your best-selling hours are later in the day to avoid budget depletion.
•Consider launching shorter, time-specific campaigns for peak hours instead of running 24/7 ads.
4. Adjust Bids Based on Day of the Week Trends
•If your data shows higher conversions on weekends, increase bids on Fridays and Saturdays.
•Reduce bids on slow days (e.g., Mondays or mid-week if performance is lower).
5. Use Amazon’s Bid Adjustments for Placements
•Increase bids for “Top of Search” placement during high-converting hours.
•Lower bids for “Rest of Search” and “Product Pages” during less effective times.
Final Thoughts
Although Amazon doesn’t offer automated dayparting, sellers can still manually adjust bids to reflect shopping behavior. By analyzing peak hours and optimizing bids accordingly, brands can increase conversions, improve ACoS, and maximize their PPC efficiency.