Your ad spend is precious, use it wisely! One of the best ways to increase the conversion rate of your ads is to spend your ad budget when your audience is most active on the platform. You can select the times you want to have your Facebook ads shown by using “Dayparting.” Dayparting is described as the “practice of dividing the broadcast day into several parts, in which a different type of radio or television program apropos for that time period is aired.” Typically, this is used in the determination of what time television programs are shown depending on the audience that is most likely to watch during this time. The same can be applied to when you run your Facebook ads.
Facebook’s advertising platform makes setting specific times for your ads easy. First, start by determining when your audience is most active online. You can use the data Facebook has gathered on your fans to pinpoint this determination. Navigate to the Insights of your company page. Select the “posts” tab to see a visual graph of this data. In the client example below, the audience size stays consistent Monday to Friday but is clearly less active before 8 a.m. and after 9 p.m.
Once you’ve determined your peak advertising times, you can set these specifics in the “Ad Set” section of your Facebook ad. After setting the location, age range, and interest specifics, you would like to target, set the budget and schedule of your ad. To daypart your ad, you will need to set your budget to “Lifetime Budget” and determine the days you would like your ad to run and select “Run ads on a schedule.”
Now, set the blocks of time you would like your ad to run. Shown in the example below, is consistent traffic between the hours of 8 a.m. and 9 p.m., so we set the schedule accordingly. If you notice a significant drop in activity during multiple points throughout the day, you can set multiple windows of time that your ad would run.
By dayparting your ads, you are making the most out of your advertising budget. This will limit the time your ad is being shown without receiving clicks, which will lower your overall cost per click and stretch your ad budget to its maximum potential. Of course, the ad creative and content will play a big roll in the success of your Facebook ads. By learning more about your audience (their interests and purchasing habits in addition to when they are most active online), you will have the tools you need to create more engaging and successful content. Learn more about creating Facebook advertisements, and the best practices for ad placement.
