Seasonal Adjustment of Google Campaigns

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So, for example, you could use them to instill an extra sense of urgency when there are 24 hours left of a 3-day sale. If customers know a discount is about to expire, they’ll be especially motivated to click . Better yet, you can pair countdowns with your ad copy to add important context (like re-stating the amount of a big discount) so customers know what they’re missing if they wait any longer.

In the same way that you might hire extra staff to account for a huge sale or usa numbers list extend your physical hours to make the most of the pre-holiday rush, you should adjust your Google campaign bids to account for expected spikes in purchases . This is where Google’s seasonality adjustments come in . Think of Google’s seasonality adjustment feature as scheduling a temporary change to your bidding strategy. Google defines it as:

“…an advanced tool that can be used to inform Smart Bidding of expected changes in conversion rates for future events such as promotions or sales.”



Specifically, these seasonality adjustments are best used for short events lasting a week or less. This is because Smart Bidding already takes longer seasonal events into account and should adjust your bids accordingly. If you’re planning to launch a sales-oriented digital marketing campaign during the Christmas holiday and expect this to impact your conversion rates , now is a great time to take advantage of this feature.