It is too expensive to use the full budget all day, and it is easy to waste costs during inefficient traffic periods.
Is there a smarter solution? Of course there is! The time-sharing advertising strategy is to solve this problem.
Through time-sharing advertising, you can flexibly adjust the start and stop time of advertising according to the traffic and conversion rate of different time periods, so that “money is spent on the blade”.
So, how to implement the time-sharing advertising strategy? Let’s disassemble it together.
01 What is the time-sharing advertising strategy?
Time-sharing advertising, in simple terms, is to start advertising during certain time periods of the day and pause advertising during other time periods. Its core goals are:
Fully launch advertising during efficient time periods to improve conversion rates;
Pause advertising during inefficient time periods to avoid wasting budget.
02 How to determine which time period should be advertised?
To find the peak and trough periods of orders, you need to refer to the following data:
- Order distribution chart analysis
Download all order data through the Amazon backend, organize and generate hourly order distribution charts:
Peak period: time period when orders are concentrated, such as the active working hours of American users (10 am to 10 pm).
Trough period: time period with few orders, such as the early morning period.
- Advertising report data
In addition to order data, you can also combine the hourly performance in the advertising report to observe the click volume, conversion rate and ACOS:
High clicks but low conversions: The traffic quality of this time period is poor, and the advertisement should be suspended.
High clicks and high conversions: Typical high-efficiency time period, suitable for increasing budget delivery.
03 How to flexibly use time-sharing advertising strategies?
- Time-sharing delivery of different advertising types
Some advertising types perform differently in different time periods, so the advertising type can be adjusted according to the time period:
Automatic advertising: suitable for all-weather coverage and capturing scattered traffic.
Brand video advertising: attract potential buyers during the trough period and increase brand exposure.
Product positioning advertising: Available when mid-term traffic is stable, accurate traffic diversion.
Keyword manual advertising: Concentrated delivery during the peak order period to amplify the explosive power of orders.
Example:
If you are selling watches:
Full-time: Automatic advertising is turned on throughout the whole process to attract extensive traffic.
Low-peak period (early morning): Launch brand video ads to improve potential user memory.
Mid-term (3pm-5pm): Turn on product positioning advertising and accurately promote complementary products.
Peak period (7pm-10pm): Fully launch keyword advertising to lock in strong conversion periods.
- Analogy to Tian Ji’s horse racing: Use strategy to outrun opponents
The principle of time-sharing advertising is similar to “Tian Ji’s Horse Racing”: by flexibly arranging advertising types and budget periods, occupy traffic during the opponent’s inefficient period, and make positive efforts during the efficient period to win the game.
04 FAQs about time-sharing advertising
- Will time-sharing advertising affect advertising weight?
Many people worry that frequently starting or pausing ads will affect weight. In fact, there is no need to worry about this:
When the advertising consumption reaches the budget limit, the system will automatically pause. The effect of time-sharing pause is similar to that of budget exhaustion.
If the same budget is spent within 24 hours, if the time-sharing advertising performs better, the weight will be higher.
- How to quickly find the order time distribution?
Through the order data export of Amazon backend, you can use a pivot table to sort out the number of orders per hour; if the operation is cumbersome, you can use third-party software to complete it.
05 Use tools to efficiently execute time-sharing advertising
Now there are many tools on the market that support time-sharing advertising settings, which can help you automatically complete the following operations:
A. Count the order time period: The system automatically generates peak and trough time period analysis.
B. Set delivery rules: Set the time period for advertising to start and pause according to your needs, and execute automatically without manual adjustment.
06 The core points of time-sharing advertising strategy
Accurately analyze time period data: Find the efficient and inefficient time periods through order distribution and advertising reports.
Flexibly adjust advertising types: According to the characteristics of the time period, reasonably allocate advertising budgets and delivery types.
Improve efficiency with the help of tools: Use third-party software to simplify the setup and management process of time-sharing advertising.