Helium 10 Buzz 11/30/22: Black Friday/Cyber Monday Recap | Amazon PPC Dayparting
On Nov 30 2022 Helium 10 released a Buzz podcast that broke down Black Friday/Cyber Monday dayparting. By splitting campaigns into hourly ad groups, raising bids 15‑20% during peak windows (8 p.m.–11 p.m. EST) and using Helium 10’s PPC Scheduler, sellers lifted ROAS from 3.2× to 4.5× while cutting morning CPC from $0.78 to $0.55.
Overview
On November 30, 2022 Helium 10 released a special “Buzz” podcast episode that broke down the Black Friday and Cyber Monday shopping surge. The discussion focused on how Amazon sellers can harness dayparting—adjusting PPC bids and budgets by hour—to protect ad spend while capitalizing on the holiday traffic spike. Understanding these tactics is essential for any seller aiming to stay competitive during the year’s busiest weekend.
Key Points
- Ad spend balloons — Many advertisers reported doubling their daily budgets during the Black Friday‑Cyber Monday window to remain visible amid fierce competition.
- Dayparting becomes critical — Splitting campaigns into hourly segments lets sellers funnel more budget into peak periods such as 8 p.m.–11 p.m. EST, when conversion rates typically climb.
- Bid lifts boost placement — Raising bids by roughly 15‑20 % during high‑traffic windows helped maintain top‑of‑search positions, while lowering bids in slower hours conserved cash.
- Keyword type matters — Broad‑match terms generated the most impressions, but exact‑match keywords delivered the highest return on ad spend (ROAS) throughout the holiday rush.
- Automation cuts workload — Helium 10’s PPC Scheduler enables sellers to pre‑set bid and budget changes, removing the need for manual updates across dozens of campaigns.
- Post‑event review is essential — Analyzing performance after Cyber Monday reveals which dayparting windows produced the best cost‑per‑click (CPC) and which require tweaking for the next season.
How Amazon PPC Dayparting Works
- Spot peak traffic windows — Pull the Amazon Search Term Report and identify hours with sharp impression spikes; for example, a kitchen‑gadgets seller saw a 45 % jump between 7 p.m. and 10 p.m. on Black Friday.
- Build time‑segmented ad groups — Divide a single campaign into separate ad groups, each tied to a specific time slot; the same seller created three groups: 6 a.m.–12 p.m., 12 p.m.–6 p.m., and 6 p.m.–12 a.m.
- — Increase bids for high‑traffic periods (e.g., 20 % higher from 6 p.m.–12 a.m.) and lower them during lull periods (e.g., 10 % lower from 6 a.m.–12 p.m.) to balance visibility and cost.
Analysis & Recommendations
Why This Matters
Dayparting lets sellers allocate budget to the most profitable hours, turning a flat‑bid toy campaign’s ROAS from 3.2× to 4.5× and reducing low‑traffic CPC by $0.23. Helium 10’s PPC Scheduler automates these changes, saving time and preventing overspend during holiday spikes.
Key Takeaways
- Advertisers doubled daily budgets during the Black Friday‑Cyber Monday window and raised bids 15‑20% in peak hours (8 p.m.–11 p.m. EST).
- A toy brand’s ROAS improved from 3.2× to 4.5× after implementing three dayparted ad groups and adjusting bids ($20 morning, $40 evening).
- Helium 10’s PPC Scheduler automates hourly bid and budget adjustments, removing manual updates across dozens of campaigns.
- Broad‑match keywords generated the most impressions, while exact‑match keywords delivered the highest ROAS during the holiday surge.
Recommended Actions
- →In Seller Central > Advertising > Campaign Manager, duplicate existing campaigns and create separate ad groups for each time block (e.g., 6 a.m.–12...
- →Set bid adjustments: increase bids 15‑20% for high‑traffic windows (8 p.m.–11 p.m. EST) and decrease 10% for low‑traffic windows using the bid adju...
- →Enable Helium 10 PPC Scheduler, input the hourly bid and budget rules, and save to automate the changes.
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