Seasonal Adjustments is an advanced tool in Google Ads, specifically designed for situations where you expect significant changes in conversions, both increases and decreases. This pertains to sharp increases and decreases that fall outside the predictive capabilities of Smart Bidding. The recommended duration for applying seasonal adjustments is relatively short, from 1 to 7 days. This article highlights how you can leverage Seasonal Adjustments for a successful campaign during periods with significant sales.
Seasonal Adjustments for Sales Peaks and Dips
Are you anticipating a significant increase (for example, 50%) or a sharp decline in conversions? A sharp increase may apply to intensive sales events such as Black Friday, Cyber Monday, Valentine’s Day, Christmas, or during a clearance sale. Seasonal Adjustments enable you to inform Smart Bidding about significant expected changes in conversion rates during upcoming events, such as major promotions or offers. The tool is not intended for smaller anticipated increases or decreases in sales and periods with smaller discounts, as Smart Bidding already takes these into account.
Currently, seasonal adjustments are available for Search, Shopping, and Display campaigns with bidding strategies such as Target ROAS and Target CPA. For Smart Shopping, Performance Max, and app campaigns (beta), the option is available with all bidding strategies.
How do I apply seasonal adjustments?
- Go to Tools and Settings in Google Ads.
- Select Bidding Strategies and then Advanced Controls.
- Click the plus sign and choose the type ‘Conversion Rate’ if you are making the adjustment based on conversions.
- Set the start and end dates, and determine the scope, ranging from campaign types to specific campaigns.
- For example, set an adjustment of 50%, or first review the conversion growth from previous years to estimate the percentage.
Since Seasonal Adjustments affect the performance of bidding strategies, it is helpful to monitor the progression.
Conclusion:
The Seasonal Adjustments tool in Google Ads provides marketers with a valuable instrument to flexibly respond to expected changes in conversions during periods of intense sales. By carefully utilizing this advanced feature, advertisers can optimize their campaigns and perform better during peak demand periods. However, it is important to closely monitor the impact on bidding strategies and strategically plan these adjustments, taking into account the specific characteristics of events and the short recommended duration for using the tool.
Stay updated on the latest developments in the digital marketing world by following our blog and newsletters. At Digital Increase, we are always ready to support our clients in implementing these changes. You can reach us at info@digital-increase.com for any questions, or contact us via our contact form