Seasonality adjustments are an advanced tool that can be used to inform Smart Bidding of expected changes in conversion rates for future events like promotions or sales.
Use seasonality adjustments only if you expect major changes to conversion rates, because Smart Bidding already manages seasonal events. Seasonality adjustments are ideal for short events of 1–7 days. They may not work as well if you use them for extended periods (more than 14 days at a time).
Seasonality adjustments are currently available for Search, Shopping, and Display campaigns using Target ROAS and Target CPA bid strategies, as well as Smart Shopping, Performance Max, and App (beta) campaigns using all bid strategies.
Learn how to Create a seasonality adjustment.
How it works
When you create a seasonality adjustment, you're scheduling a conversion rate adjustment (an increase or a decrease), which accounts for estimated changes due to an upcoming event. Note that data exclusions aren’t required when you create a seasonality adjustment.
For example, if you’re expecting conversion rates to increase by 50% during a 3-day sale, you can create a seasonality adjustment that increases the conversion rate by up to 50% for those 3 days. Your campaigns will optimize their bids during the events and return to their pre-adjust performance after the event is finished. No negative adjustment is needed once the promotion is over.
Seasonality adjustments for multiple accounts
You can create seasonality adjustments from a single Google Ads manager account and apply them to multiple client accounts instead of adjusting each individual client account. For example, an upcoming sales event impacts several customer accounts. During the process of creating a seasonality adjustment, select the scope to include one of the following:
- A campaign type within all accounts currently linked to this manager
- Specific campaigns
Seasonality adjustments will be applied and visible within each client account. Changes made in client accounts will also be reflected at the manager level.