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. Seasonal 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 and are only compatible with Target ROAS and Target CPA bid strategies and Smart Shopping campaigns.
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.
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. At the end of the sale, Smart Bidding can instantly go back to pre-sales behavior without the need for a ramp down.