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, 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).

 


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.

Seasonality adjustment to a single client account

  1. In your Google Ads account, click the Tools icon 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', select the campaign types or select your specific campaigns.
    • 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 three-day sale, add up to a +50% conversion rate adjustment. This adjustment will help you optimise 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.

 


Seasonality adjustment to multiple client accounts from a manager account

  1. In your Google Ads account, click the Tools icon 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:
  • A campaign type within all accounts currently linked to this manager
  • 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: Device selection isn't applicable for App campaigns.
  1. Adjust your conversion rate to reflect your estimated conversion rate change.
    • For example, if you expect conversion rates to increase by 50% during a three-day sale, add up to a +50% conversion rate adjustment. This adjustment will help you optimise your bids.
  2. Click Save.
  3. 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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