Ad Schedule

The Ad Schedule object, also known as the Dayparting object (used to target search campaigns), enables you to show an ad on various days and various times of the day.

Use the Ad Schedule fields to set a schedule for your search ads to serve on specific days and times of the week. Set multiple schedules for a given campaign or ad group. You can also specify the bid modifier to be applied for the ad schedules. If no schedule has been set, your ads are eligible to show in all relevant auctions throughout each calendar day.


Use these fields to create and manage ad schedules:

Name Description Type Add
Campaign Id The ID of the associated campaign. Required if ad schedule is defined at campaign level. long required/optional
Ad Group Id The ID of the associated ad group. Required if ad schedule is defined at ad group level. long required/optional
Ad Schedule Details of the Ad Schedule. This can include the bid modifier. string required
Bid Modifier The bid modifier for the schedule enables you to increase or decrease your search campaign bid across the entire ad schedule. The bid modifier range is -90 to 900. If the bid modifier is separately specified in the ad schedule definition, the ad schedule defined bid modifier takes precedence. Else, the bid modifier in the bid modifier field will apply to the entire ad schedule. string optional
Match Type Optional for creates, read-only for updates. If the value is Negative, we will apply negative targeting. Otherwise, if left blank, we will apply default positive targeting. string read-only/optional

Create Ad Schedules

The following example contains the fields required for creating an ad schedule. A schedule can consist of both day (MONDAY, TUESDAY…) and time intervals defined by hour (0 to 23) and minutes in 15 minute increments (ZERO, FIFTEEN…).

  • Example of schedule to run on Monday, 9-10 am with a 30% bid modifier; Tuesday, 11.15-12.45 pm (MONDAY@30%[9:ZERO-10:ZERO]);(TUESDAY[11:FIFTEEN-12:FORTY_FIVE]);(MONDAY, TUESDAY@30%[9:ZERO-10:ZERO])
  • Expected format is: Time attribute wrapped in [] and whole daytime string wrapped in ()
  • Spaces are not allowed.
  • The schedule applies to the user’s timezone.
  • “ALL” is supported in day of week or time of day for both download and upload. Example - (ALL@40%[20:FIFTEEN-21:ZERO];(FRIDAY[ALL]) is supported.
Action Object Type Campaign Id Ad Group Id Object Id Ad Schedule Status
ADD Ad Schedule 123   Leave Blank (MONDAY@30%[9:ZERO-10:ZERO]);(TUESDAY[11:FIFTEEN-12:FORTY_FIVE]); Active

Creating ad schedules includes the following rules:

  • You can specify as many daytimes as you want.
  • If two different ad schedules are created at different times for the same ad group or campaign, they will show up as one merged record in the bulk download, separated by the semicolon delimiter.
  • A 30% bid modifier is +0.3 to the bid. So modified bid is 1.3. Negative value can be specified too. -30% is -0.3 to the bid. So, the modified bid is 0.7
  • Bid Modifier specified as part of the ad schedule will override the bid modifier that may be separately defined for the ad group/campaign.
  • Either Ad Group or Campaign is required. If Campaign is present, Ad group is optional. If Ad Group is present, campaign is optional.


Updates are not supported for Ad Schedules. If you need to update an existing ad schedule, you need to delete the ad schedule and add a new one.


When deleting an ad schedule, the required fields are Action, Object Type, Ad Schedule and the Parent Campaign Id or Ad Group Id. To delete an ad schedule, you must explicitly delete the ad schedule. Updating status won’t have an effect (i.e. user cannot set to status for this object to paused). Other fields in the spreadsheet are blank and are not shown:

Action Object Type Campaign Id Ad Schedule
Delete Ad Schedule 123 (MONDAY@30%[9:ZERO-10:ZERO]);