Google Ads Enables Seasonality Adjustments to Improve Smart Bidding Accuracy

Google Ads has introduced seasonality adjustments, a feature that helps advertisers guide Smart Bidding strategies during short-term events – such as sales or promotions – when they expect conversion rates to shift significantly. These adjustments are now available for Search, Standard Shopping, Display (with Target ROAS and Target CPA), plus Performance Max and App campaigns using all bid strategies. The tool is best suited for brief windows, as using it for longer periods may reduce its effectiveness. To apply a seasonality adjustment, advertisers specify the event’s start and end dates, set the scope (whether certain campaigns, ad groups, or the entire account), and estimate the expected change in conversion rate.

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There’s also a manager-account feature that allows scheduling adjustments across multiple client accounts. While Smart Bidding typically handles seasonal fluctuations automatically, Google recommends using this tool only when large deviations are predicted. Some campaign types, notably Travel campaigns, are excluded from using seasonality adjustments. This enhancement aims to give marketers greater control over bidding during critical promotional periods, helping optimize spend and performance when conversion patterns veer from the norm.