Create a seasonality adjustment event

We recommend that you create a seasonality adjustment event only if your sales or promotional event is longer than 6 hours and if you expect a significant change in conversion rate (more than ±30%). See more best practices.

1. Navigate to an advertiser.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. In the left navigation panel, click Bid strategies.
3. Click the Events tab.
4. Click New, and then click Seasonality adjustment.
5. Type a name for the seasonality adjustment.

6. Optional. Enter a short description of the seasonality adjustment.

   The name of the seasonality adjustment is displayed in the bid strategy performance graph. The description is displayed when you point to the event.

7. Enter start and end dates and times for the seasonality adjustment.

   The time zone matches your browser’s time zone. The start time must be in the future and the time range should be between 6 hours and 14 days. For better bid optimization, create the seasonality adjustment event at least 6 hours prior to the start time of the event.

8. Under "Seasonality adjustment", enter the estimated conversion rate change during the event.

9. Optional. Click + More options and enter the average sale discount.

   When you enter the average sale discount, you're letting Search Ads 360 know at what percent your conversion values are being discounted (for example, 50% off). This helps increase the accuracy of predicted conversion values for a revenue based bid strategy during a sale period.

    

   The average sale discount only applies to revenue bid strategies. Bid strategies use the average sale discount and the seasonality adjustment to change bids during an event.

10. Apply the seasonality adjustment to bid strategies.

    1. The first 25 bid strategies are listed in the "Apply to bid strategies" list. To display the complete list, scroll to the bottom of the list, and then click Show more.

    2. Do any of the following to select the strategies and apply the seasonality adjustment:

       If you want to remove the seasonality adjustment from bid strategies, clear the checkbox, click the Remove button , or click Remove all.
       • To apply the seasonality adjustment to specific bid strategies, select the checkbox for each bid strategy.
       • To apply the seasonality adjustment to every bid strategy, click Select all.

         The first 6 selected bid strategies are shown in the box on the right. Click the right arrow  to display the next 6 bid strategies.

       • To filter the list of bid strategies, type a name in the Search bid strategies box, and then select the checkbox for each bid strategy, or click Select visible to apply the seasonality adjustment to the strategies shown.

11. Click Save.

If you set a seasonality adjustment event directly in an engine (such as in Google Ads), that event will take precedence over any seasonality adjustments you set in Search Ads 360. So, we recommend managing all seasonality adjustments in Search Ads 360 to ensure expected performance during the event's time frame.