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 Smart Shopping and Performance Max 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 are currently available for Search, Shopping, Display and Performance Max campaigns.

Instructions

Seasonality adjustment to a single client account

1. Sign in to your Google Ads account.
2. In the top right-hand corner, click the tools icon .
3. From the drop-down menu, select Bid strategies under 'Shared Library'.
4. Select Advanced controls from the page menu on the left.
5. Select the Seasonality adjustments option at the top.
6. To create a new seasonality adjustment, click the blue plus button .
7. Give your adjustment a name and description. Fill in the event's start and end dates and then choose your scope and devices.
8. Adjust your conversion rate to reflect your estimated conversion rate change.
9. Click Save.

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

10. Click Create seasonality adjustment.

Note: 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.

Seasonality adjustment to multiple client accounts from a manager account

1. Sign in to your Google Ads manager account.
2. In the top right-hand corner, click the tools icon .
3. From the drop-down menu, select Bid strategies under 'Shared Library'.
4. Select Advanced controls from the page menu on the left.
5. Select the Seasonality adjustments option at the top.
6. To create a new seasonality adjustment, click the blue plus button .
7. Give your adjustment a name and description. Fill in the event's start and end dates, then choose your scope and devices. When selecting your scope, choose one of the following:
   • All accounts currently linked to this manager
   • Specific accounts
   • Specific campaigns (in 'Select campaigns', the account name will be displayed in the picker)

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

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.

8. Adjust your conversion rate to reflect your estimated conversion rate change.
9. Click Save.
10. Click Create seasonality adjustment.

Related links

• About seasonality adjustments
• About Smart Bidding
• About target CPA bidding
• About Target ROAS bidding