Ad Scheduling

What is ad scheduling?

Ad scheduling, also known as dayparting, is a feature in pay-per-click (PPC) advertising that allows advertisers to specify the exact days and times their ads will be displayed. It's designed to optimize ad visibility by targeting the most relevant audience at the best times, increasing the chances of social media conversions and optimizing ad spend.  

For example, a coffee shop might schedule ads to run during morning hours when people are looking for their first cup of coffee. Similarly, an e-commerce retailer might schedule their ads to run during key promotional events or sales periods to boost visibility and drive more traffic to their website. 

Benefits of ad scheduling: 

• Target the right audience: Ensure your ads reach the most relevant audience by displaying them during peak times when potential customers are most active. 
• Optimize ad spend: Control when your ads appear to avoid wasting social media budget on times with low engagement, maximizing return on investment (ROI). 
• Increase conversions: By showing ads at optimal times, you increase the likelihood of customer engagement and social media conversions. 

Types of ad scheduling: 

🕒 Time-of-day scheduling: Based on specific hours of the day when the audience is most active. 

🕒 Day-of-the-week scheduling: Based on days of the week, such as weekends for leisure products or weekdays for business services. 

🕒 Seasonal scheduling: Based on seasonal events, holidays or shopping seasons. 

🕒 Geo-scheduling: Based on geographical locations and corresponding time zones. 

Now that you understand the definition of ad scheduling, let’s jump into how ad scheduling works on social media. 

How ad scheduling works on social media

• Advertisers bid on keywords relevant to their products or services. When users search for these keywords or engage with related content, the ad platform (such as Facebook Ads or Google Ads) displays the relevant ads. 
• Advertisers can specify the exact days and times they want their ads to be shown. 
• Use social media platforms’ built-in tools or third-party scheduling tools to set the schedule.