Considerations for Ad Scheduling

When you may not want to use Ad Scheduling

Ad Scheduling is not necessarily the best approach for every product or advertising strategy. Some sellers may benefit from keeping their ads active throughout the day, especially when they have a strong sales funnel or want to maximize long-term growth.

You may want to avoid using Ad Scheduling when:

• Your products have a high average order value, recurring orders, or high margins. These products may justify a more aggressive advertising strategy, even during hours with lower immediate conversion rates.
• You have a process to funnel customers into your community and a strong follow-up email series to cross-sell other products. The initial ad click may generate value beyond the immediate purchase, making it less appropriate to judge advertising performance solely by the first conversion.
• Your products convert very well, and your advertising campaigns have effectively driven organic sales profitably. In this case, keeping ads active throughout the day may help maintain visibility and support continued growth.

Sellers with a deep sales funnel and the ad budget to support long-term growth can afford to be more aggressive by running ads 24/7, rather than restricting their advertising to specific hours.

For them, they may get better results for some products without ad scheduling.

Some sellers take a more balanced approach, scheduling ads for discovery campaigns while disabling them for ranking campaigns.

Test and verify based on actual advertising data

If you want more certainty about whether ad scheduling benefits your products, consider creating the Dayparting campaign under Mass Campaign.

The dayparting campaign allows us to track hourly PPC statistics and factors in sales attribution.
(E.g., Someone clicks on your ads at 1 am but purchases at 8 am).

Analyze the hours that bring you results and the hours with high ad spend but low sales.

With these insights, you can decide upon the hours to pause your ads more accurately.