Digital marketing can be a treasure for your company. However, it’s challenging to use digital marketing in a way that gives your company a lot of quality leads for a lower cost. The entire endeavor will fail if you are unable to generate sufficient leads or if they are too expensive.
A successful digital campaign must be continuously tracked and modified and not left unattended for weeks or months. The key tactic marketers use is dayparting to determine how modifications to your plan will affect outcomes. In this article, we’ll explore dayparting and why we use it.
What Is Dayparting?
The division of a day into target time periods is called day parting. Using a combination of audience analytics and demographic data, you must determine the optimal time of day to promote to your audience.
Dayparting has been utilized for a long time to assist segment the right demographic for radio and television advertising campaigns. Today, you can daypart your campaigns on several online ad networks, including Facebook and Google.
For example, dayparting is when you run ads only on weekdays from 4 pm to 9 pm and on Saturdays from 10 am to 3 pm because you realize that’s when most of your sales happen.
Why Employ Dayparting?
Your marketing efforts will fail if the appropriate audiences aren’t being shown ads at the appropriate times. On each platform, the majority of businesses have customers who are unmistakably most engaged during particular hours or days. By allocating your spending to showing adverts at certain hours, dayparting improves your campaigns and boosts the effectiveness of your brand.
Marketers can personalize the timetables of their ad campaigns on the online channels they require. For instance, the Google Ads ad schedule function divides the available periods into 15-minute blocks. Scheduling periods are broken out by the hour in Facebook Ads.
Are There Any Drawbacks of Dayparting?
Just like every ad optimization strategy, dayparting isn’t perfect. Not every business, every market, or every campaign will benefit from it. Dayparting can be challenging due to seasonal differences such as Christmas shopping. By optimizing ad schedules, brands with broad audiences or general offers risk unnecessarily isolating audience members.
Is Dayparting Ideal for Me?
You should test it like you would with any plan. The dayparting strategy’s most frequent flaw is shortsightedness. While it may initially appear that poor conversion rates are just a waste of money, they may provide valuable impressions that lead to conversions in the future.
Despite this, the short answer is that dayparting should be set up and tested. Make sure to measure your improvement in ROAS and total conversion volume to decide whether dayparting is a worthwhile approach you should continue implementing.
It’s simple to identify your target market and communicate with them through your advertising when you use the information and insights made available by dayparting. Dayparting can significantly impact digital campaigns on virtually any platform, and it’s easy to time your advertisements for your audience’s best viewing periods.