As PPC professionals, we know how unpredictable consumer behavior can be during key moments like Black Friday, flash sales, or holiday seasons. Google Ads offers a handy tool—seasonality adjustments—that can give you more control over short-term spikes or dips in conversion rates, helping you keep campaigns competitive when things are moving fast.
When Should You Use Seasonality Adjustments?
Seasonality adjustments are perfect for short-term events—we’re talking 1 to 7 days—where you expect noticeable changes in conversion rates. Think of events like weekend sales, a product launch, or Black Friday deals. These adjustments help Smart Bidding respond quickly to sudden shifts in consumer behavior without missing a beat.
The trick is to use historical data to guide your adjustments. For example, if you know from last year’s data that your conversion rate jumped 40% during a specific sale, you can set a similar adjustment this year to stay ahead and avoid overcompensation.
Setting Up Seasonality Adjustments
Setting up seasonality adjustments in Google Ads is straightforward, but attention to detail is key:
Pick Your Dates: Set the start and end dates for your event. Make sure they’re accurate.
Estimate Conversion Rate Changes: Use past data to estimate how much your conversion rate will change. Be conservative—overestimating could lead to overspending.
Select Campaigns Carefully: Apply the adjustment to your high-performing campaigns or those most likely to benefit. Focus on areas with the biggest potential return.
Best Practices for Implementing Seasonality Adjustments
Leverage Your Data: Before setting an adjustment, dig into past data. How much did your conversion rate increase during similar events? What was your cost-per-click (CPC) and impression share? These are the metrics that will help guide smart adjustments.
For example, if your conversion rate typically rises by 25% during a 3-day sale, setting a +25% adjustment will help guide your bids without risking overspend.
Keep It Short: Seasonality adjustments work best for short-term events—1 to 7 days. Using them for too long could lead to inefficient bidding strategies. Save them for key sales periods like Black Friday when you know traffic will spike.
Target Your Top Performers: Don’t apply adjustments across the board. Focus on your most critical campaigns—those with a proven track record during busy times. This optimizes your budget for the campaigns most likely to convert.
Advanced Tips for Using Seasonality Adjustments
Segment by Device:
If mobile conversions spike during certain events, consider applying a higher adjustment for mobile campaigns. This is especially useful during sales events where mobile traffic increases due to the convenience of shopping on the go.
Monitor Real-Time Performance:
Once your adjustment goes live, keep an eye on campaign performance. Google Ads adjusts bids, but external factors (like competition or consumer trends) can still impact performance. Be prepared to make manual tweaks if needed.
Common Mistakes to Avoid
Don’t Overestimate:
Be cautious when estimating conversion rate increases. If you aim too high, you could end up with inflated bids that drain your budget. Stick to conservative estimates based on actual data from past events.
Don’t Apply the Adjustment to Everything:
Not every campaign will benefit from a seasonality adjustment. Focus on high-intent campaigns, like retargeting or branded search, where you’re more likely to see higher returns during seasonal surges.
Always Review After the Event:
Once the event is over, review the performance. Did the adjustment boost conversions or improve ROAS? Use that data to refine your approach for future events.
Wrapping Up
By carefully planning and using seasonality adjustments, PPC pros can ensure campaigns stay optimized during critical periods when consumer demand fluctuates. The key is using data to guide decisions, keeping adjustments targeted, and reviewing what worked (and what didn’t) after the event. With the right strategy, seasonality adjustments can significantly improve campaign performance.
