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, Shopping, and Display campaigns and are only compatible with Target ROAS and Target CPA bid strategies, and Smart Shopping campaigns.
Instructions
Seasonality adjustment to a single client account
- Sign in to your Google Ads account.
- In the top-right corner, click the tools icon
.
- From the drop-down menu, select Bid Strategies under "Shared Library".
- Select Advanced Controls from the page menu on the left.
- Select the Seasonality Adjustments option at the top.
- To create a new seasonality adjustment, click the blue plus button
.
- Give your adjustment a name and description, fill in the event's start and end dates, and choose your scope and devices.
- Adjust your conversion rate to reflect your estimated conversion rate change.
- Click Save.
10. Click Create seasonality adjustment.
Seasonality adjustment to multiple client accounts from a manager account
- Sign in to your Google Ads manager account.
- In the top-right corner, click the tools icon
.
- From the drop-down menu, select Bid Strategies under "Shared Library".
- Select Advanced Controls from the page menu on the left.
- Select the Seasonality Adjustments option at the top.
- To create a new seasonality adjustment, click the blue plus button
.
- Give your adjustment a name and description, fill in the event's start and end dates, and 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.
- Adjust your conversion rate to reflect your estimated conversion rate change.
- Click Save.
- Click Create seasonality adjustment.