Overview

Dayparting is a feature within the Ads Management module that allows you to control when your ads run and how aggressively they perform throughout the day. It works by applying hour-by-hour multipliers to bids, budgets, and supported placement adjustments across the week.

The primary goal of Dayparting is to help sellers increase spend during high-performing hours and reduce or pause spend during low-performing hours, based on the marketplace’s timezone.

Explanation

Dayparting uses weekly schedules divided into hourly blocks. For each hour, you apply a multiplier that scales from a stored base value.

Base values include:

• Base Bid (for keywords or targets)

• Base Budget (for campaigns)

• Base placement adjustments (where supported)

Multipliers behave as follows:

• 1× → No change (uses the base value)

• Greater than 1× → Increases the value

• Less than 1× → Decreases the value

• 0× → Effectively pauses that strategy during the hour

Dayparting does not directly change base values. It only applies multipliers to the base values stored in Campaign Manager.

Strategies Supported

A single Dayparting can include multiple strategies. Each strategy can be activated or deactivated independently.

Available strategies:

• Bid strategy: adjusts bids by hour

• Budget strategy: adjusts campaign budgets by hour

• Top of Search placement strategy (supported for Sponsored Products)

• Product Page placement strategy (supported for Sponsored Products)

Usage

Dayparting is most useful when ad performance varies by hour or by day. Common use cases include:

• Increasing bids during peak conversion hours

• Reducing or pausing spend overnight

• Boosting spend on weekends

• Controlling how budgets pace throughout the day

How Dayparting Works (Conceptual Flow)

1. Create a Dayparting for a specific marketplace.

2. Link eligible campaigns and optionally refine which targets or keywords are controlled.

3. Configure hourly multipliers for one or more strategies.

4. While active, Dayparting applies the configured multipliers each hour using stored base values.

5. When Dayparting is turned off, multipliers stop applying going forward.

Disabling Dayparting does not automatically revert bids, budgets, or placements to base values.

Important Rules and Behavior

A campaign cannot be controlled by two Daypartings with overlapping date ranges.

Other key rules:

• At least one campaign must remain linked at all times.

• At least one strategy must be active for Dayparting to run.

• Placement strategies apply only to supported campaign types.

Prerequisites

Dayparting is available only when all of the following are true:

• The account plan includes Dayparting

• Ads integrations are connected and active

• No ad-spend or overage restrictions are blocking access

• The user is not in a restricted demo or impersonation mode

Summary

Dayparting provides structured, hour-by-hour control over ad behavior throughout the week. By applying multipliers to stored base values, it allows sellers to align spend and bidding aggressiveness with real performance patterns while maintaining predictable baseline settings in Campaign Manager.