A real before & after breakdown of using bid scheduling to target peak-performance hours — and the numbers that made it worthwhile.

What is dayparting?

Dayparting is a PPC bid scheduling strategy that lets advertisers automatically increase bids during specific hours of the day or days of the week. Rather than running at a flat bid 24/7, dayparting allows you to push harder during the windows where your audience is most likely to convert — and pull back when they’re not.

On Amazon, this is achieved by setting bid multipliers on a campaign schedule. If your data shows that shoppers convert at a significantly higher rate on Monday and Thursday afternoons, for example, you can instruct Amazon to boost your bids by a set percentage during those windows only — making every pound of ad spend work harder.

The campaign & strategy

The campaign in question is a Manual Keyword Sponsored Products campaign running in the UK. After analysing historical ROAS data, a clear performance spike was identified on Mondays and Thursdays between 3:30 pm and 5:30 pm. To capitalise on this, dayparting was applied from 24 April 2026, increasing bids by 25% during those specific windows.

“The logic is simple: if the data tells you customers are more likely to buy at a particular time, you should be more aggressive with your bids at exactly that moment — and more conservative everywhere else.”

Before vs after: the numbers

Here’s how the campaign performed across two comparable periods — the three weeks before dayparting was applied, and the three weeks after.

What the data tells us

The results are striking. After applying dayparting, ROAS jumped from 2.97 to 5.16 — a 74% improvement. Total ad spend dropped by 55% (from £133.12 to £59.75), while the campaign still drove 37 purchases. The cost per purchase fell from roughly £2.89 to £1.62.

Yes, the total number of purchases decreased. But this is the expected trade-off with dayparting: you are deliberately stepping back from low-efficiency hours to concentrate budget where it converts best. The campaign is now generating more revenue per pound spent, which is the primary goal for a mature, profitable campaign.

Looking at the chart patterns in both periods, the “after” period shows a much flatter, more controlled spend line (blue), while the sales and purchase lines (orange and teal) remain active and competitive. This is the hallmark of a well-tuned dayparting setup: reduced waste, preserved output.

“A ROAS of 5.16 means that for every £1 spent on ads, the campaign returns £5.16 in sales — a meaningful step up from the 2.97 seen before bid scheduling was introduced.”

Is dayparting right for your campaign?

Dayparting works best when you have enough historical data to identify genuine performance patterns — at least 60–90 days of campaign data is a good baseline. If your ROAS or conversion rate varies significantly by hour or day, introducing bid multipliers during peak windows is a low-risk way to improve efficiency without changing your targeting or creative.

The key is grounding the decision in data rather than assumptions. In this case, the Monday and Thursday afternoon window was identified from real performance history, and the results validated that analysis convincingly.

Contact our Amazon PPC specialist to find out how dayparting can improve the ROAS of your Amazon ads.