When you should not use dayparting
There may be situations where you may not want to use dayparting, such as the following:
Your products have high average order value, recurring orders, or high margins.
You have a process to funnel customers to your community and a strong follow-up email series to cross-sell other products.
Your products convert very well, and your advertising campaigns have effectively driven organic sales profitably.
Sellers with a deep sales funnel and the ads budget to support long-term growth can afford to be more aggressive by running ads 24 x 7.
For them, they may get better results for some products without dayparting.
Some sellers use a more balanced approach by using dayparting for discovery campaigns while disabling dayparting for ranking campaigns.
Test and verify based on actual advertising data
If you want more certainty if dayparting 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 bringing you results and hours with high ad spend but low sales.
With these insights, you can decide upon the hours to pause your ads more accurately.