As you make final preparations for Black Friday and Cyber Monday, we want to provide further guidance around automated dayparting within Kapoq!
Importantly, Kapoq’s current algorithm will not apply any special adjustments during BF/CM. While we definitely aim to have this as an enhancement for 2024, given how new dayparting automation is within Kapoq - we have not yet incorporated this for 2023. What this means is that the automated dayparting schedule applied on Black Friday will be similar to a “typical” Friday. However, since Black Friday is far from typical - we think during these days it could make sense to switch to manual dayparting to apply further customization, or simply disable dayparting.
If you want to use manual dayparting, you can use Kapoq’s dayparting report (Analytics -> Reports -> Dayparting) as well as the data below to help give guidance on a potential schedule to use. You can also adjust the day of week multipliers over BF/CM (e.g. potentially increasing manual dayparting day of week multipliers to protect sales). Of course, if you do apply any special adjustments - please remember to revert them once the holidays are over. Alternatively, you may also simply disable dayparting to no longer apply any bid multiplier adjustments.
Day Of Week - Average Multipliers
For reference, the table below shows the average bid multiplier that Kapoq’s dayparting automation algorithm uses. This is an average across all of Kapoq across all non-holiday days; you will notice the specific multipliers you see in your account will be different as your campaign, strategy and account data gets blended in. Please review the bid multipliers for your accounts. You may find that manual dayparting works better during BF/CM so you can stay competitive and apply a higher bid multiplier.
Day of Week | Avg Bid Multiplier |
Sunday | 97.8% |
Monday | 100.8% |
Tuesday | 101.2% |
Wednesday | 101.3% |
Thursday | 100.6% |
Friday | 100.5% |
Saturday | 98.3% |
Analysis of Hour of Day Behavior for Black Friday 2022
For those considering manual dayparting, we thought it could be helpful for us to share intraday Black Friday performance based on AMS stream data in 2022. Based on the 2022 data we analyzed, we saw that dayparting behavior on Black Friday exhibited an earlier peak than a typical day. Customers between 3-7am PST (7-11am EST) had higher relative RPC on Black Friday compared to a typical day.
For reference, the data from this graph is shown on the table below. Keep in mind that this is based on a sample of 2022 data. Past performance is not necessarily a precise indicator of future behavior. Also keep in mind this is an average across many accounts, and your account behavior may be different. However, you may find it a helpful reference.
Conclusion
Please review your dayparting settings in Kapoq as we approach this important weekend. Understand that dayparting automation will apply similar bid multiplier adjustments to a normal week. Therefore, you may prefer to disable dayparting or apply manual dayparting. Please also keep in mind that we plan to add many automated dayparting upgrades over the coming months and hope to have more robust dayparting automation offerings for BF/CM in 2024.
Appendix - Graph Data
Hour | Black Friday (2022) | Average Day |
0 | 80.0% | 84.0% |
1 | 83.4% | 85.9% |
2 | 92.4% | 89.9% |
3 | 101.6% | 95.4% |
4 | 107.3% | 101.1% |
5 | 110.4% | 105.7% |
6 | 112.0% | 108.8% |
7 | 112.2% | 110.5% |
8 | 111.3% | 110.8% |
9 | 109.3% | 110.1% |
10 | 106.8% | 108.9% |
11 | 104.2% | 107.4% |
12 | 101.7% | 105.6% |
13 | 100.0% | 104.0% |
14 | 98.5% | 102.5% |
15 | 96.9% | 100.8% |
16 | 96.1% | 98.7% |
17 | 95.8% | 96.2% |
18 | 93.9% | 93.7% |
19 | 91.0% | 91.2% |
20 | 89.0% | 88.9% |
21 | 87.6% | 86.9% |
22 | 85.4% | 85.2% |
23 | 82.1% | 84.0% |