In the ever-evolving world of online advertising, staying ahead of the curve is essential for maximizing your campaign's success. That's why we're thrilled to introduce a game-changing new feature: AI Dayparting. This innovative addition empowers advertisers to optimize their campaigns and spend more efficiently than ever before. Let's dive into the details of this powerful tool and how it can revolutionize your advertising strategy!
Streamlined Integration with Amazon Marketing Stream
At Sellozo, we believe in harnessing cutting-edge technology to provide our users with the best possible experience. To achieve this, we have integrated our system with Amazon Marketing Stream (AMS), a robust data-streaming service for advertising data sets. This integration offers near real-time data delivery, eliminating the need for repetitive API calls and ensuring accurate and up-to-date information for campaign optimization.
Automating Dayparting for Optimal Results
One of the key benefits of our integration with AMS is the ability to automate dayparting for your campaigns. Dayparting involves scheduling your ads to run during specific hours of the day when they are most likely to generate conversions. With AI Dayparting, our system updates your campaign's dayparting schedule automatically based on budget utilization and the Advertising Cost of Sale (ACoS).
Efficient Algorithm and Accurate Data
Our team has enhanced the auto dayparting algorithm to leverage AMS hourly reporting. This improvement ensures that your campaign optimization is based on accurate and up-to-date data, empowering you to make informed decisions in real time. By utilizing the power of AWS services, we have enhanced data integration and operational efficiency, giving you an edge in the competitive advertising landscape.
How AI Dayparting Works
Enabling AI Dayparting in the Sellozo platform is straightforward. From the PPC Manager, navigate to Campaigns, then Dayparting, and toggle on the Enable AI Dayparting option for your selected campaigns. Once enabled, the system will start optimizing your campaign's performance based on the following rules that work in conjunction with the assigned campaign budget:
When campaign spend reaches 90% of the campaign budget, the system will pause the campaign during the hour with the highest ACoS. For example, if it's Thursday, the system will review Wednesday's data and identify the hour with the highest ACoS, disabling the campaign for that hour. This process repeats every Thursday until Wednesday's budget utilization falls below the 90% threshold.
When campaign spend is less than 90% of the campaign budget, the system will begin reactivating hours with the most recent schedule change if available. If hours have been disabled, the system will start re-enabling them.
If there are no previous schedule changes, the system will activate a disabled hour based on a logical sequence. It will search the dayparting hours list for a disabled hour, starting at 1 pm and alternating by 1 or 2 hours on either side until reaching the beginning or end of the day.
NOTE: The system uses the same timezone as your seller profile, ensuring that the scheduled hours align with your local time for seamless management and optimization.
Unlocking Campaign Performance: A Practical Example
To illustrate how AI Dayparting optimizes campaign hours based on budget utilization, let's consider an example:
Suppose your campaign reaches 90% of its budget on Tuesday. The system will take action to enhance its performance by disabling the hour with the highest ACoS. In this case, based on the provided data, the system will disable 5 PM on Tuesday, as it has the highest ACoS.
If the campaign continues to hit the budget limit on Tuesday, the system will disable the hour with the next highest ACoS on the following Wednesday, in this case, we will disable 10 AM on Tuesday, as it has an ACoS of approximately 59%. This process will persist until the campaign's performance improves and it no longer reaches its budget limit.
Once the campaign is no longer hitting the budget limit, the system will reactivate the most recent schedule change if available. In the example, it will add back the hour that was disabled most recently, which is 10 AM on Tuesday. This hour had a lower ACoS compared to others, making it a priority for reactivation.
Key points to keep in mind when reviewing ACoS:
The color codes in the heatmap represent the number of orders, not ACoS.
ACoS percentages are displayed in the heatmap boxes on a daily/hourly basis.
It's important to note that orders may exist without corresponding active ads for a particular hour when verifying ACoS figures.
Hovering over the sales heat map shows the number of units sold for a given day or hour, coming from order data that reflects the TOTAL orders received during that specific hour of the day.
Note: While PPC sales will always have an associated order, the order doesn’t specifically mean that we have PPC sales. So, even though orders may be visible on the sales heatmap for a given hour of the day, it is possible to have an ACoS of '0' if there are no PPC sales during that period.
If you notice a "0" ACoS on the sales heat map and have recorded sales for that specific hour of the day, it indicates that those sales are organic and do not impact the ACoS calculation (see the above screenshot example).
The hourly ACoS equals the cost for that particular day/hour of the week over the last 30 days divided by the sales for that same day/hour over the last 30 days.
AI Dayparting in the Sellozo Ad Management software is a game-changer for advertisers seeking more efficient and effective campaign optimization. By leveraging the power of AMS integration, near real-time data delivery, and an advanced algorithm, this feature empowers advertisers to maximize their campaign performance. Say goodbye to manual dayparting efforts and embrace the automation and accuracy of AI Dayparting in Sellozo. Give your campaigns the edge they need to thrive in the competitive advertising landscape.