In today's digital marketing landscape, Walmart advertisers must use every tool at their disposal to stay competitive. One such tool is dayparting, a method of scheduling ad campaigns to run only during certain hours of the day. The aim is to make your ad spend more efficient by ensuring your ads appear when potential buyers are most likely to convert. While this strategy is often discussed for both Amazon and Walmart, this article focuses solely on how Sellegr8 can help brands optimize their Walmart advertising through dayparting.
What is Dayparting?
Dayparting, also known as daypart bidding, involves turning your Walmart ads on and off at specific times to better manage ad spend. The primary goal is to ensure your budget is used when shoppers are most likely to engage with your ads and make a purchase. This strategy can prevent overspending during low-traffic hours and helps advertisers capitalize on peak times.
Maximize Ad Performance During Peak Hours
Not all times of the day are equal when it comes to online shopping. For Walmart, peak shopping hours can vary depending on the category. For example, weekends often see an increase in shopping activity as customers prepare for the upcoming week. Using Sellegr8's tools, you can analyze historical data to understand when shoppers are most active and allocate your budget more effectively.
Example Strategy:
- Pause campaigns during low-activity periods, such as early mornings from 12am to 6am.
- Reduce bids from 6am to 12pm, when shoppers are less likely to convert.
- Increase bids slightly during afternoon shopping hours (12pm to 6pm).
- Let ads run without restrictions in the evening, capitalizing on peak shopping times.
By carefully managing your ad scheduling, you can ensure that your Walmart ads remain live during the most crucial hours, maximizing your return on ad spend (ROAS).
Reduce Costs with Off-Peak Hours Targeting
If you're working with a limited budget, dayparting allows you to spend more strategically. For smaller sellers, it may not make sense to compete during high-traffic hours when cost-per-click (CPC) rates are high. Instead, focusing your budget on times when competition is lower, but conversion rates are still favorable, can help you stretch your ad dollars further.
Example:
For smaller businesses, running ads during less competitive times of day can lead to lower CPC rates, allowing them to maximize their ad reach without depleting their budget.
Why Avoid Running Ads from 12am to 5am?
Although click rates may spike during late-night hours, running ads between 12am and 5am is generally not advisable. These hours, often referred to as "infomercial hours," tend to attract window shoppers who are not actively looking to make a purchase. Conversion rates during this period are typically low, which means your ad spend would likely be wasted.
How Dayparting Benefits Smaller Sellers
Dayparting is particularly beneficial for smaller sellers or brands with limited budgets. By focusing their ads on peak shopping times and avoiding hours when conversions are unlikely, smaller businesses can ensure that every dollar of their advertising budget works as hard as possible. This helps them compete with larger brands who may have more substantial ad budgets.
Prioritize High-Impact Keywords
Another way dayparting can help smaller businesses is by allowing them to concentrate their budget on the most important keywords. By applying stringent dayparting to lower-priority keywords while boosting bids on higher-priority ones, advertisers can ensure that their budget is being used on the terms that are most likely to drive sales.
Example Strategy:
A brand can prioritize high-relevancy keywords such as branded or category-specific terms by applying more aggressive bids during peak times, while conserving their budget on less crucial terms during off-hours.
Eliminate Browse-Based Traffic
One key advantage of dayparting is the ability to eliminate "browse-based" traffic. Shoppers often browse during odd hours of the day when they're less likely to make purchases. By pausing ads during these periods, advertisers can reduce wasted spend and focus their budget on times when shoppers are more likely to convert.
This strategy not only helps to lower the advertising cost of sale (ACoS) but also boosts key metrics like ROAS and click-through rate (CTR) by ensuring that ads are displayed during periods of high purchase intent.
Exceptions: When Late-Night Ads Might Work
While it's generally a good idea to avoid running ads late at night, there are some exceptions. For instance, brands targeting parents might find success advertising later in the evening. Parents, particularly those with young children, tend to shop after their kids are asleep, often between 10pm and midnight. In these cases, running ads during late-night hours could lead to higher conversions.
Key Takeaway: Understand Your Shopper Demographics
A successful dayparting strategy is not just about the time of day; it's also about understanding your shopper demographics. Knowing when your target audience is most active allows you to align your advertising schedule with their shopping habits. For example, if you know that your target demographic shops heavily in the evenings or on weekends, you can use dayparting to focus your budget during those times, ensuring maximum impact.
Your Next Move: Leverage Dayparting to Maximize Ad Efficiency
Dayparting is an essential tool for Walmart advertisers, allowing them to better control their ad spend and focus on high-conversion periods. For smaller businesses or those with limited budgets, it's a highly effective way to compete by targeting peak hours and optimizing the allocation of their advertising dollars. By using Sellegr8's platform to implement dayparting, brands can improve key performance metrics such as ROAS, CTR, and ACoS, all while making sure their ads are shown to the right audience at the right time.
Try Sellegr8's Dayparting Tool Today
Ready to take your Walmart advertising strategy to the next level? Sign up for a free trial with Sellegr8 and experience the power of dayparting firsthand. Optimize your ad spend, boost conversions, and make the most of your advertising budget with our easy-to-use platform. Don't miss out on the opportunity to improve your ROAS and streamline your campaigns—start your free trial today!
FAQs
1. What is dayparting, and what is its primary goal in online advertising? Dayparting involves strategically scheduling ads to run during specific hours of the day. Its main objective is to optimize ad spend efficiency.
2. Why is it generally not advisable to run ads between 12am and 5am? Clicks between 12am and 5am often have low conversion rates because users during these "infomercial hours" are primarily browsing, not buying.
3. Describe a potential dayparting strategy that prioritizes peak shopping hours while conserving budget. A strong strategy involves pausing campaigns from 12am to 6am, reducing bids from 6am to 12pm, increasing bids slightly from 12pm to 6pm, and letting ads run freely in the evening.
4. How is dayparting beneficial for smaller sellers? Smaller businesses can leverage dayparting to focus their limited budgets on peak times when their target audience is most active, improving their ad performance.
5. Why might a brand apply more stringent dayparting to lower-priority keywords? This approach allows advertisers to maximize their return on investment by allocating a larger portion of their budget to high-conversion keywords.
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