Create a seasonality adjustment

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.

Seasonality adjustments are currently available for Search, Standard Shopping, and Display campaigns using Target ROAS and Target CPA bid strategies, as well as Performance Max and App (beta) campaigns using all bid strategies.

Note: Because Smart Bidding already manages seasonal events, only use seasonality adjustments if you expect major changes to conversion rates. 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 aren't supported in Travel campaigns.

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Instructions

Seasonality adjustment to a single client account

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 option at the top.
5. To create a new seasonality adjustment, click the blue plus button .
6. Under “Adjustment type,” select Conversion rate.
7. Give your adjustment a name and an optional description. Fill in the event's start and end dates.
8. Under “Scope,” you will select either:
   1. Campaign type
      • Select either "All campaign types" or select specific campaign types.
   2. Specific campaigns or,
   3. Specific ad groups (App campaigns only): here you can select specific ad groups in the account
      • Note: Device selection isn’t applicable for App campaigns.
9. Under “Conversion rate adjustment,” adjust your conversion rate to reflect your estimated conversion rate change.
   • For example, if you expect conversion rates to increase by 50% during a 3-day sale, add up to a +50% conversion rate adjustment. This adjustment will help you optimize your bids.
10. Click Save.
11. Click Create seasonality adjustment.

Note that seasonality adjustments may change how your bid strategies perform. Before you create an adjustment, make sure the information is correct.

If you choose specific campaigns to include in a seasonality event, a maximum of 2,000 campaigns can be saved with the event. To include more campaigns, you can create another event or use the campaign type selection, like Search campaigns.

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Seasonality adjustment to multiple client accounts from a manager account

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 option at the top.
5. To create a new seasonality adjustment, click the blue plus button .
6. Under “Adjustment type,” select Conversion rate.
7. Give your adjustment a name and an optional description. Fill in the event's start and end dates.
8. Under "Scope," choose one of the following:
   1. All accounts currently linked to this manager:
      • Select either “All campaign types” or select specific campaign types.
   2. Specific accounts
      • Edit “Select accounts”
      • Choose the campaign type or select “All campaign types”
   3. Specific campaigns

In the reporting table, the “Scope” column will show the number of campaigns affected and will link to those campaigns.

• Note: Device selection isn't applicable for App campaigns.

9. Adjust your conversion rate to reflect your estimated conversion rate change.
   • For example, if you expect conversion rates to increase by 50% during a 3-day sale, add up to a +50% conversion rate adjustment. This adjustment will help you optimize your bids.
10. Click Save.
11. Click Create seasonality adjustment.

Note: For “All accounts currently linked to this manager," seasonality adjustments apply to the currently linked client accounts. New client accounts added after the seasonality adjustment is applied won’t automatically inherit the adjustment. Existing client accounts that leave the manager account will continue to show the event.

 

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Related links

• About seasonality adjustments
• About Smart Bidding
• About Target CPA bidding
• About Target ROAS bidding
• About Performance Max campaigns
• Create a Performance Max campaign using a Merchant Center feed