About seasonal budget adjustments

Seasonal budget adjustments is a Google Ads feature that allows you to temporarily increase your campaign budgets. It offers an easy-to-use workflow to schedule an increase to your average daily budget for a limited time event, such as a promotion or a sale, that unlike market seasonality, Google wouldn't be aware of.

How it works

Your average daily budget is the average amount that you set for each ad campaign on a daily basis. It allows you to specify how much you're comfortable spending each day over the course of the month.

Before seasonal budget adjustments, you'd typically have to edit each campaign's average daily budget manually or create new campaigns for limited-time events. With seasonal budget adjustments, you can schedule the amount you want to increase and for how long, ahead of time.

When the adjustment period starts, your campaign’s average daily budget will increase by the additional adjustment amount. When the adjustment period ends, your campaign's average daily budget will return to the value set before the adjustment. These budget changes have the same impact on your monthly spending limit as regular budget changes. Learn more about how budget changes take effect

Note: If you choose to manually change your budget in addition to applying a seasonal adjustment, your budget may return to a value that takes into consideration your manual change.

Example

Let’s assume that your campaign has a £100 average daily budget. You create a seasonal budget adjustment of +£50 between 25 September and 5 October. The daily average budget for this campaign will look as follows:

• On 25 September, the daily average budget for this campaign will be updated to £150.
• On 5 October, the daily average budget for this campaign will return to the pre-adjustment level, which is £100.

Benefits

Seasonal budget adjustments allow you to schedule increases with an easy-to-use workflow. Instead of creating new campaigns for seasonal budgets or adjusting budgets frequently, simply create seasonal budget adjustments on your long-running campaign. The system will automatically increase your daily budget on the start date and return the budget back to its original level on the end date that you select.

Seasonal budget adjustments enable you to signal to Google that you have a limited-time event that warrants additional spend that, unlike market seasonality, Google wouldn’t be aware of.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Create a seasonal budget adjustment

1. In your Google Ads account, click the Tools icon .
2. Click the Budgets and bidding drop-down in the section menu.
3. Click Adjustments.
4. Select the Seasonal tab at the top of the page.
5. Click the plus button .
6. On the 'Create a seasonality adjustment' page, select Budget as the Adjustment type.
7. Enter a name and choose the start and end date of the adjustment. The boost can start today or anytime in the future and it can last between 3 to 14 days.
8. Click Select a campaign.
9. A pop-up box will display the campaigns that are eligible for seasonality adjustment.
   • Search and Shopping campaign types can be selected for seasonal budget adjustments except campaigns in shared budgets, campaign drafts, dayparting campaigns, flighted campaigns, and campaigns that have current or future budget adjustments scheduled. Invalid campaigns will be displayed in grey and can’t be selected.
10. In the 'Budget adjustment' panel, enter the amount you’d like to add to your campaign’s budget for the adjustment period.
11. Click Save.
12. Review your seasonal budget adjustment details and click Create seasonality adjustment.
13. Your new adjustment should appear on your 'Seasonality adjustments' page.

Remove a seasonal budget adjustment

1. In your Google Ads account, click the Tools icon .
2. Click the Budgets and bidding drop-down in the section menu.
3. Click Adjustments.
4. Select the Seasonal tab at the top of the page.
5. Select the adjustments that you want to remove.
6. Click Remove.
7. On the 'Choose to remove this seasonality adjustment' dialogue box, click Remove seasonality adjustment. If you choose an active seasonality adjustment, the dialogue box will display a message saying that it’s active.
8. You can view removed seasonality adjustments when you click More on the 'Seasonality adjustments' page and select Show removed.

Note: You can create consecutive seasonal budget adjustments for a single campaign. However, when one adjustment ends, the next consecutive adjustment won’t take effect until seven days after the end of the previous adjustment. This is because adjustments are intended for limited-time events.

Related links

• About average daily budgets
• About sales and promotional events
• Promotions best practices