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Running Campaigns 24/7 Vs Day-Parting (8)

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I've been day-parting for a while because I read somewhere that it helps campaigns last longer plus there are higher ROIs but I've been running some campaigns 24/7 and they have been doing pretty well so I'm a bit torn between which route to go

What do you guys prefer and why?

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if they're running 24/7 and doing well, then keep doing what works. The only time I implement day parting is when I have a campaign that is hovering on the edge of break even running 24/7 and then I day part those ones to boost them into profitability but I'd rather have 24/7 as the volume is significantly more (assuming you're able to stay profitable). It's unlikely that the offer is going to burn out and as far as banner blindness, someone will most likely come in and copy paste your banners anyways so I wouldn't worry about speeding up burnout on adult if it's a placement anyone else has access to. Just milk it for as much as you can as quickly as possible imo, then refresh your banners. LPs / good offers don't burn out imo, at least not in the span of weeks or months.

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^ Booms

Personally for me 24/7, but do what works best for you, if you can handle optimising data to specifics go nuts!

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I prefer 24/7 unless the data is so skewed that it makes sense to only run certain hours.

Hourly data can often be misleading if it's a DOI offer. The time a user converts by confirming his email is not always the same as the time he sees your banner and registers. Something I've noticed quite a lot with older demographics.

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Damn food for thought thanks for that finch

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Depends a lot on what you're promoting, for example , big ticket items, you need A LOT of data because 1 simple conversion/sale can skew your entire conversion graph. But it's a good idea to run your trends because if there is a CLEAR pattern, then why not use it? But usually with leads, the graph is all over the place, very hard to pinpoint, probably because of what Finch said, it triggers when the user confirms e-mail.

I like capping for sales though, usually you can find a pattern.

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But the latest click/subid is used? If somebody clicks your ad at 10am on Friday and converts at 11pm on Sunday, only your CPA network's stats will be misleading... Prosper (for example) would assign $$ to the click time (subid) and not the time of conversion...

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This is very true. That's how we do it in our software--assign conversions to click time, which does equate to an ROI for a specific hour.

I think the key is the sample size.

If you had 100 billion impressions worth of data for, say, 5-6PM every single Sunday for a specific placement on a specific site, and the ROI is -50%, I think clearly the wise choice is to turn that hour off.

Clealy, 100 billion is not realistic. So the question becomes how much data is significant enough to make such a decision. I think you'll have to make that decision.

Or, you can just ignore day-parting, but it is 1 extra way of optimizing campaigns.

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