What is Dayparting?

Dayparting is a pay-per-click (PPC) marketing strategy in which you set your ads to be displayed only during specific hours or days, in order to better refine your target audience. For example, if you're promoting your shop to local potential customers, you can use dayparting to make sure your ads are active only when your store is open, or or pause ads outside of store hours.

What Are the Best Dayparting Times?

More marketers are adopting dayparting in their media plans, and as a result, it is having an enormous effect on businesses whose operations are influenced by seasons, market shifts, sudden increases in search results, and clicks or impressions. If the industry you're dealing in has a fairly steady demand, you can expect less dramatic results from a correctly implemented dayparting time allocation strategy.

For example, an e-commerce company might advertise more aggressively during the holiday season, when weekend shopping activity increases. In addition, businesses can use retargeting campaigns to re-engage customers who visited their website or store but did not complete a purchase.

Dayparting can also be useful with geofencing or geotargeting campaigns. For example, a major trade show may be held at a specific venue during set hours. By using geo-targeting, advertisers can direct ads to mobile users located near the venue. Dayparting ensures the ads run only during the trade show hours.