Intentwise Dayparting Setup Guide

Intentwise Dayparting allows advertisers to control when ads spend and how aggressively they bid during different hours of the day.

Ad performance often fluctuates throughout the day. Some hours generate higher conversions, while others may drive spend without strong results. Dayparting helps advertisers optimize for these patterns by allowing them to automatically adjust bids or pause campaigns during specific time windows.

Instead of manually monitoring hourly performance and adjusting bids throughout the day, advertisers can define schedules once and allow the system to apply the changes automatically

How Intentwise Dayparting Works

Intentwise Dayparting is a rule-based scheduling system that adjusts bidding behavior based on hourly performance patterns.

With Dayparting, advertisers can:

• Increase bids during high-performing hours

• Decrease bids during low-performing periods

• Pause campaigns during inefficient time windows

• Apply schedules across multiple campaigns or portfolios

Once activated, the system automatically executes these adjustments according to the defined schedule.

Data Source for Dayparting

Intentwise Dayparting is powered by Amazon Marketing Stream, which provides hourly performance signals for campaigns.

These signals help identify time-of-day performance trends across metrics such as:

• Spend

• Clicks

• Conversions

• Orders

• Revenue

• ACOS

• ROAS

• Conversion Rate

• Avg CPC

• Impressions

This data enables advertisers to build schedules that align campaign spend with the most effective hours. Learn more about Hourly Metrics: Amazon Marketing Stream and Budget Consumption

Steps to Create Dayparting 

Follow the steps below to get started:

1. Navigate to Sponsored Ads -> Hourly Metrics -> Amazon Marketing Stream from the left navigation menu.
   
   

2. Click Dayparting, then select Setup New Daypart.
   
   
   Note: To view all existing Dayparts, click View Existing Dayparts.

3. Enter a name for the rule and select the campaigns or portfolios.
   
   

4. On the heatmap, click and drag across the hours you want the Dayparting to apply.
   
   

5. Select the action and provide any additional details prompted based on the action you choose. Then click Save Rule.
   
   

6. After saving, click Preview to review how the schedule will affect the selected campaigns and any existing Dayparting rules. If you want to make changes, click Go Back and Edit. Once everything looks good, confirm and apply Dayparting.
   
   

Common Dayparting Strategies

When configuring Dayparting, advertisers can choose from the following actions.

Increase Bid

Increase bids by a percentage during high-performing hours. Click and drag on the heatmap and select the hours you want the bids to be increased.

Example: Increase bids by +25% between 12 PM and 9 PM.

Decrease Bid

Reduce bids during periods when performance is weaker. Click and drag on the heatmap and select the hours you want the bids to be decreased.

Example: Decrease bids by −30% between 4 AM and 6 AM.

Pause Campaign

Pause campaigns during hours when advertising consistently underperforms. Click and drag on the heatmap and select the hours you want the Campaigns to be paused. Campaigns automatically resume when the scheduled window ends.

Example: Pause campaigns between 7 AM and 10 AM.

Rule Preview and Conflict Detection

Before activating a Dayparting schedule, Intentwise displays a preview showing:

• Campaigns or portfolios affected

• Existing Dayparting schedules

• Bid adjustments already applied

• Any potential overlaps or conflicts

This helps ensure rules do not unintentionally override existing schedules.

Best Practices

• Review hourly performance trends before creating schedules.

• Start with moderate bid adjustments and optimize over time.

• Avoid overlapping schedules that may conflict with existing rules.

• Monitor performance after activating Dayparting rules to ensure they are improving efficiency.