Dayparting allows for the adjustment of bids up or down depending on the hour of day and day of week in order to optimize performance on Amazon.

Amazon shoppers often "window shop" in the evening and very early morning and thus are less likely to convert compared to during the day. As a result, many advertisers use dayparting to elevate bids during the day and decrease bids during the late night and early morning hours.

Kapoq offers both manual and automated dayparting solutions. With manual dayparting, users enter their own custom dayparting schedule. With automated dayparting, Kapoq automatically calculates your dayparting schedule.

Dayparting is currently available at the following hierarchical levels:

Kapoq's dayparting automation algorithm automatically refreshes your dayparting schedule by recalculating it each day.

Please note that ad bid approvals must be automated for bid multiplier percent changes to be applied. Kapoq will pause/unpause campaigns regardless of whether bid automation is turned on.

In this section, we will discuss how to turn on manual dayparting within Kapoq. As a reminder, ad bid approvals must be automated for bid multiplier percent changes to be applied.

If you want to set up manual dayparting for a campaign, click on that campaign in Kapoq to navigate to the campaign details screen. On the bottom left of the campaign details screen, you will see the following settings:

Custom Schedule: If you want to set a custom bid multiplier schedule for the campaign you have selected, turn on custom schedule. If you turn custom schedule off, Kapoq will automatically inherit the bid multiplier schedule from the parent (e.g. strategy).

Enable Dayparting: Kapoq will not implement its dayparting functionality until you toggle enable dayparting on. Keep in mind this allows you to edit and play around with your dayparting schedule bid multipliers and not have them applied until you flip this toggle on.

Dayparting Method: You can click on this setting and select either "Manual" or "Automated".

Please note that these settings are based on the hierarchy mentioned above (campaign, strategy, brand account). So, for example, you can enable dayparting at the strategy level. This enables dayparting for all campaigns associated with that strategy (except for any campaigns that are explicitly overwritten to disable dayparting).

Next, edit the grid below to set the bid multipliers you wish to use:

Editing the yellow cells applies a bid multiplier to the entire row/column. For example, you could type in 85% to 1am - 2am, which would reduce bids by 15% from 1am - 2am for all days of week. You can also individually override each gray cell to build a more detailed schedule.

You can also uncheck any cell, which will then display in the dayparting grid as "Off" and pause the campaign for that time period. Kapoq will pause/unpause campaigns regardless of whether bid automation is turned on.

To set up automated dayparting, follow similar instructions to the prior section - but certain steps are even easier! You do not have to worry about the custom schedule toggle as it's only relevant for manual dayparting. You do not have to edit any cells in the bid multiplier schedule because it's automatically calculated by Kapoq.

Make sure to use the instructions stated in the prior section to enable dayparting and set the dayparting method to automated. Ad bid approvals must be automated for bid multiplier percent changes to be applied. Once you set the dayparting method as automated, you'll notice that the bid multiplier schedule calculated by Kapoq will show up in blue!

Kapoq offers a dayparting report to breakdown your advertising performance by hour of day and day of week. You can download this report by going to the Analytics module and clicking "Reports" on the top ribbon. You will then see an option to download the dayparting report:

Kapoq's dayparting report lets you filter by: campaign, strategy, account and ad type. Various advertising metrics (e.g. clicks, CPC, RPC, ACoS, CR, AOV) are shown by hour of day and day of week.

When using data from this report to make any decisions, we recommend reviewing the amount of data to ensure there is an adequate sample size. For example, the report shows clicks by hour of day and day of week. If you only have a few clicks for a specific hour of day and day of week combination (e.g. Sunday 2-3am), then keep in mind the metrics calculated during this period can be a bit more volatile if there is a low sample size.

Dayparting data is from the Amazon Marketing Stream (AMS) API.

No historical data is available to backfill via Amazon. AMS provides a constant flow of data and that data provides stats intraday. Data updates will occur to correct historical performance. These corrections are delivered to Kapoq whenever Amazon generates them. Corrections are incremental increases or decreases in impressions, clicks, sales, etc. attributed to a given hour on a given day.

If you disconnect an account, Kapoq may lose AMS data which could result in missing data and gaps once re-enabled.

This article gave an overview of the dayparting functionality within Kapoq. Kapoq supports both manual and automated dayparting.

This brief appendix includes the definitions stated below and answers FAQ.

Bid Multiplier - multiplicative factor applied to the suggested bid calculation. For example, a value of 120% increases bids by 20%. When a cell is set to off, the campaign is paused during that time period

Custom Schedule - only relevant for manual dayparting. If custom schedule is turned off, then the dayparting schedule is inherited from the parent. If custom schedule is turned on, then a custom dayparting schedule can be set

FAQ: Why is the dayparting schedule in the Excel report different than what's calculated with dayparting automation?

There are several reasons why the Excel report bid multipliers will be different than the dayparting schedule calculated through automation: