Dayparting is a feature in AdWords that allows publishers to run their campaigns — during peak times — when their audience may be the most receptive to take action upon clicking on ads. For example, if you owned a corner bakery in a tourist town during a big conference, it might make sense for you to run a promotion on AdWords that offered free coffee with a purchase of a bagel or muffin.

To spend your money wisely, you might want to run your ads in the evening between 10:00 p.m. and midnight — as people are looking for breakfast places the next day — and then show your ads again from 6:00 a.m. to 11:00 a.m. the following morning — possibly bidding up on mobile devices.

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