Seasonality adjustments are a powerful tool for optimizing campaign performance during short-term, high-impact events.

𝗛𝗼𝘄 𝗧𝗵𝗲𝘆 𝗪𝗼𝗿𝗸 🔧

1. Predict conversion rate changes
2. Set adjustment in Google Ads
3. Smart Bidding optimizes bids during the event
4. Performance normalizes post-event

𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀

Analyze historical data for conversion rate fluctuations
Use next year’s data to make more accurate adjustments.
Be mindful of how seasonality adjustments can impact your budget

𝗥𝗲𝗮𝗹-𝗪𝗼𝗿𝗹𝗱 𝗘𝘅𝗮𝗺𝗽𝗹𝗲

Now, you’re planning a big summer sale where you expect more people to buy.

Normal Day:
100 clicks → 2 sales (2% conversion rate)

Summer Sale (without adjustment):

You expect: 100 clicks → 4 sales (4% conversion rate)
But Google’s algorithm doesn’t know about your sale

Summer Sale (with seasonality adjustment):

You tell Google: “Expect a 100% increase in conversion rate”
Google now anticipates: 100 clicks → 4 sales (4% conversion rate)

To find seasonality adjustments in Google Ads :

1. Click on the Tools icon in your Google Ads account
2. Under “Budgets and bidding,” click on “Adjustments”
3. Select the “Seasonal” option at the top of the page

Have you tried using seasonality adjustments? Share your experiences in the comments! 🌱