Day parting is a practice that helps marketers zero in on the times and days where their ads are likely to be most effective. Users tend to look for certain things throughout their days, like coupons after work before they hit the market or free samples before they place an expensive order. When you understand more about a user’s behavior, you can focus your efforts on targeting those interested parties while excluding others.
Trimming the Fat
Day parting changes which days and times your ads will run, which excludes certain segments of traffic. Even if those segments fit the demographics you’ve applied to your campaigns. Simply put, excluding days from your ad distribution will disable people’s ability to see them.
This works out to your advantage because you can zero in on the specific days or times that people are most likely to convert. This can help cut out comparison shoppers, mis-clickers and a host of other people who might be interested in what you’re selling but don’t have the time or inclination to complete your offer.
Testing Your Theories
You should not start using day parting techniques on your best performing campaigns. Instead, review the data your best performing campaigns have accumulated. Look at the times of day you receive the most impressions, which days produce the highest volume of conversions and when your conversion rates are highest.
Take that data and create a separate ad group, where you leave all of your creative as-is and simply test the time and days. It’s also helpful to crank up the bids when you launch your new ad group to ensure you get good traffic, and by extension, good data from your experiments.
Bio: Ted Dhanik is the CEO of digital advertising company engage:BDR. Ted Dhanik helps businesses grow through mobile and desktop ad distribution. Ted Dhanik and the team at engage:BDR can help you get started with your new campaigns.