Dayparting is the setting of which days and hours an ad is shown. It makes sense for two reasons. The first is performance: in many industries the conversion rate varies several-fold between hours, and the same budget delivers a substantially better result at certain times. The second is operational reality – if a campaign generates phone calls and nobody picks up at night or over the weekend, you pay for demand that is lost. Base the setting on data covering at least several months, not on a hunch, and distinguish between the time of the click and the time of the conversion, which differ when the decision takes longer. With automated bidding strategies, use restrictions with caution, since the system evaluates time on its own, and hard switching off can deprive it of the volume it needs to learn.
See also: Budget pacing, Response speed to inquiries, Smart bidding (automated bidding).
