A method including obtaining historical revenue per click (RPC) data. The method also can include generating hourly RPC prediction data for a predetermined time period based on the historical RPC data. The method additionally can include determining (i) time intervals from within the predetermined time period and (ii) a respective modifier for each of the time intervals, based on the hourly RPC prediction data. The acts method can include uploading the time intervals and the respective modifiers for the time intervals to a dayparting system of a search engine. Other embodiments are described.