A leading supplement brand partnered with BellaVix to improve advertising performance and efficiency on Amazon. While the brand’s campaigns were well-structured and running steadily, the team noticed an opportunity by adjusting bidding strategies based on when customers were most likely to purchase.
Ad campaigns performance
Even with strong ad management, the client’s campaigns were showing inconsistent performance throughout the day. And advertising spend was being distributed evenly across all hours, even during low-conversion periods.
As a result, ad budgets weren’t being used efficiently, and opportunities to maximize sales during peak hours were being missed.
To boost return on ad spend (ROAS) and reduce wasted spend, the BellaVix Team needed to identify when customers were most active and strategically allocate bids to those specific time frames.
Dayparting
The team introduced Dayparting, a method that adjusts bids based on the times of day when shoppers are most likely to convert. Through a detailed performance analysis, they identified that the brand’s products were being purchased more often during certain hours.
To make this approach approachable, one of the specialists developed a verification method to ensure correct Dayparting:
- Review a Total Sales Report for a specific date range to identify which hours generated the most orders. The report displays times in UTC, so all data was converted to EST using a formula within the same Excel document.
- Cross-check results by pulling a Business Report from Seller Central for the same time frame. If the total sales match, then the data is reliable.
- Apply Dayparting to the best-performing campaigns, focusing on high-conversion time windows. For example, increasing bids from 3 PM to 8 PM on Mondays when performance is strongest.
This process is repeated weekly, as Dayparting effectiveness is not static. Consumer behavior changes, and positive results require optimization.
Great performance
The impact of Dayparting was immediate and significant.
Weekly Campaign Performance before Dayparting:
Weekly Campaign Performance after Dayparting:
This is how metrics improved:
- ROAS increased by 77%, rising from 6.92 to 12.25.
- ACOS improved by 43%, dropping from 14.45% to 8.16%.
- Sales grew by 259%, jumping from $230.84 to $827.84.
By concentrating spend during the brand’s peak hours, BellaVix maximized ad efficiency and achieved stronger returns without increasing daily budget.
What's next
The BellaVix Team continues to refine Dayparting schedules weekly, monitoring changing buying patterns and adjusting bids accordingly. With this approach, the brand is expected to sustain higher ROAS, improved ACOS, and stronger overall sales momentum in the long term.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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