Dayparting gives you control over when your campaigns run and how aggressively they bid at specific moments. You set which days and hours you want to be active, and Adyard makes sure your campaigns automatically behave accordingly. Every hour the system checks whether anything needs to be adjusted.
Not every moment of the day is equally valuable for your ads. If you know that your target audience mostly buys in the evening, or that your conversion rate is structurally lower on weekends, then it’s a waste to run with the same budget and the same bids all day long.
With Dayparting you steer that directly. You can completely pause campaigns at certain times to prevent budget waste, or increase bids at peak times to capture more volume. As soon as the selected time block is over, the system automatically sets everything back.
When creating a Dayparting rule you choose between two types.
Campaign on/off The system pauses your campaign on the days and hours you select, and turns it back on as soon as the time block is over. Use this if you don’t want to be visible at all at certain times, for example at night or at times you know don’t convert.
Bid adjustment The system temporarily raises or lowers the bids of all keywords in the selected campaigns by a percentage you set. Outside the selected time block, the bids are automatically brought back to the original level. Use this to capture more volume at peak times without permanently changing your base bid.
When creating a rule, you specify the following:
Name A recognizable name for the rule. Each name must be unique.
Campaigns You select one or more campaigns to which the rule applies. You can include the same campaign in multiple rules.
Days and hours You choose on which days the rule is active. You can choose specific weekdays, weekdays as a group, weekends as a group, or all days. For each day, you select the hours during which the rule applies.
Start date and end date You set when the rule starts. An end date is optional. Without an end date, the rule keeps running until you switch it off manually.
Type Campaign on/off or bid adjustment.
Bid adjustment percentage Only for the bid adjustment type. You enter a percentage by which the bids are adjusted. A positive percentage increases the bids, a negative percentage lowers them.
The system checks every hour for all active accounts whether there are Dayparting rules that apply at that moment.
For the campaign on/off type
If the current moment falls within an active time block of a rule, the campaigns linked to that rule are paused. If the current moment falls outside the time block, any paused campaigns are reactivated. If a rule is disabled while campaigns are paused, they are immediately reactivated.
For the bid adjustment type
If the current moment falls within an active time block and the bids haven’t been adjusted yet, the system increases or decreases the bids of all keywords in the linked campaigns by the set percentage. The system remembers that the bids have been adjusted so this doesn’t happen twice.
As soon as the time block is over, the system mathematically recalculates the bids back to the original level. Suppose a keyword had a starting bid of €1.00 and the percentage is +20%, then the temporary bid becomes €1.20. Outside the time block, the bid is recalculated: €1.20 divided by 1.20 = €1.00.
If you edit or disable a rule while bids have already been increased, the bids are immediately brought back to the original level before the new situation takes effect.
If you remove a campaign from an active Dayparting rule, the system immediately makes sure everything is wrapped up cleanly. For the campaign on/off type, paused campaigns are immediately reactivated. For the bid adjustment type, increased or decreased bids are immediately brought back to the original level.
If you create or activate a rule at a time that already falls within the set time block, the rule takes effect immediately. Campaigns are then paused right away or bids are adjusted right away, without waiting for the next hourly check.
