Do You Optimize By Day of Week?

[Rivertraffic]

I've seen campaigns where weekends outperform weekdays by a huge margin.
Others show the exact opposite.

Do you actively adjust budgets based on day-of-week performance?
Or do you let campaigns run evenly?

 

[EZmob]

It depends a lot on the vertical. I definitely don't believe in spreading budget evenly if the data shows clear patterns.

From what I've seen, Casino and Adult campaigns often perform significantly better during evenings and throughout the weekend, so many advertisers allocate more budget to those periods or only run during those hours. On the other hand, verticals like Nutra and Finance tend to perform better during standard daytime business hours, with weekends often being less efficient.

That's why I think day-of-week and hour-of-day optimization should be based on historical performance rather than assumptions. Once you have enough data, shifting budget toward the days and times that consistently generate the best ROI is usually a much better approach than running evenly 24/7.