Shopping campaign performance fluctuations: Changing user interest and seasonality

Changing user interest and seasonality cannot be controlled by an advertiser, but you may be able to make adjustments to your campaign to reduce performance fluctuations.

Your campaign is often competing with other campaigns in the auction, and traffic during specific times of the year is important to take into consideration when evaluating performance.


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 go back to pre-sales behavior without the need for a ramp down.

What you can do

Check for holidays, special events, and other national occasions that may contribute to performance changes.

Need something else?

Check other common reasons why your campaign performance is fluctuating.

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu