Most sellers focus on keywords, bids, and budgets.
But the real growth comes from two things many ignore:
✅ Timing (when you show your ads)
✅ Targeting (who sees them)
When combined, these strategies can dramatically reduce wasted ad spend, increase conversion rates, and boost your organic rank.
Let’s break down how to use timing and targeting for smarter, more profitable Amazon campaigns.
⏰ Timing: Why “When” Matters
Dayparting is the practice of adjusting your Amazon ads to run during certain hours or days based on when your audience is most likely to convert.
Why it works:
- Some shoppers browse in the morning but don’t buy
- Late-night traffic might be less profitable
- Your audience may shop more on weekends or after work
By aligning your ad spend to high-converting hours, you:
✅ Increase efficiency
✅ Lower ACoS
✅ Maximize budget impact
🔧 Tools for Dayparting:
- Perpetua
- Pacvue
- Downstream (Jungle Scout)
- Search Query Performance Report (to track timing impact)
Pro Tip: If you’re manually managing campaigns, use Amazon’s ad scheduling in bulk operations.
🎯 Targeting: Zero In on Who Matters
Amazon offers more advanced targeting options than ever:
✅ Product Targeting
- Attack weak listings
- Show up on complementary products
- Protect your own ASINs
✅ Audience Targeting (DSP)
- Retarget past visitors
- Reach lookalike audiences
- Engage shoppers who viewed similar products
✅ Category Targeting
- Great for discovery or launches
- Combine with negative ASINs for precision
✅ Sponsored Brands + Store Targeting
- Funnel traffic into curated product collections
- Highlight bundles or promos
🎯 + ⏰ = Amazon Ad Superpower
When you combine dayparting with smart targeting, you get:
✔️ More conversions from less spend
✔️ Better rank through strategic velocity bursts
✔️ Higher campaign efficiency (and happier CFOs)
🧪 Real Seller Example
A supplements brand was running $8k/month in Sponsored Products with 34% ACoS.
They:
- Reviewed conversion times using hourly data
- Paused campaigns between 11 PM – 6 AM
- Added ASIN targeting on complementary products
- Used DSP to retarget past shoppers
Results after 30 days:
📉 ACoS dropped to 24%
📈 ROAS improved by 42%
💰 Total sales rose by 18% without increasing spend
🧠 How to Get Started
- Audit your campaign performance by time
Use reports to find top-converting hours and days. - Segment campaigns
Group by ASIN, match type, or targeting style so you can control them easier. - Use negative targeting
Remove low-performing ASINs or irrelevant categories. - Use “burst windows”
Run aggressive ads during your best time blocks to spike visibility. - Test everything
Especially for new launches, product targeting and dayparting can accelerate results.
🚫 Common Mistakes
❌ Running ads 24/7 with no data-driven logic
❌ Targeting random ASINs without relevance
❌ Not separating campaigns by goal or match type
❌ Turning off ads too early in the funnel (retargeting matters)
Final Thoughts
Most Amazon sellers don’t have an ad budget problem.
They have a timing and targeting problem.
By:
✅ Running ads at the right time
✅ Targeting the right shoppers
✅ Avoiding wasteful segments
…you can scale faster, smarter, and more profitably.
