Seasonality Adjustments to Make to Your Google Ads Campaign

Updated on: 16-09-2021 by WEB-ROI

Tablet with Google Ads seasonality adjustments on it

As seasons change, so too do sales trends. The seasons affect industries differently, with many experiencing a spike in sales around the holiday season, while others like the landscape industry experience a larger spike in the spring months. 

Knowing this, businesses need to account for seasonality changes in their advertising campaigns and adjust accordingly. Let’s take a look at how you can alter your Google Ads campaign to align with market trends, clearing the way for your business to take the fast lane to success! 

1. Use Google’s Seasonality Adjustments for Smart Bidding 

Seasonality adjustments are an advanced tool offered by Google Ads that allows you to inform Smart Bidding of anticipated changes in conversion rates for your business based on future events, like promotions or seasonal spikes. Seasonal adjustments are ideal for a week or less since Smart Bidding already accounts for seasonal events. These adjustments are currently available for Search, Shopping, and Display campaigns. 

When you create a seasonality adjustment, you schedule a conversion rate adjustment to account for estimated changes from an upcoming event. At the end of your event, Smart Bidding can return to pre-sale behaviour without the need to readjust. Here’s a guide to creating seasonality adjustments, which will boost your ad campaign and accelerate your business. 

2. Use Bid Adjustments in Google Ads 

Bid adjustments allow you to show your ads more or less frequently based on a variety of factors. For instance, if you find that your ad campaign is performing better on mobile devices, you can increase and optimize your bid for searches on mobile devices to better align with your consumer’s habits. 

Bid adjustments can be made around a variety of factors, including: 

  • Type of device 
  • Location 
  • Ad scheduling 
  • Top content 
  • Targeting methods 
  • Interactions 
  • Demographics. 

When you set multiple bid adjustments in your campaign, those adjustments typically get multiplied together to determine how much your bid will increase or decrease. However, be aware that multiple devices and location bid adjustments behave differently! 

Are you looking for help with Google Ad campaigns? Let our experts at WEB ROI do the heavy lifting. Give us a call today. 

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Business people reviewing pie chart documents

3. Consider Your Business’ Spikes 

Each business experiences unique periods of increased traffic, as well as dips in sales. Although this is natural and not cause for concern, analyzing your business’ sales trends can give you valuable insights that you can use to manipulate your ad campaigns and propel your business past the competition. 

Review your prior year’s performance, paying attention to peak times. Remember to analyze the surrounding days those peaks as well. Consider boxing day, Christmas, or any company-specific promotional events that could lead to a spike in traffic. Seasonality trends are not limited to just the weather; events like government rebates can even influence them. This analysis will provide you with a roadmap upon which you can base your seasonality and bid adjustments. 

4. Understand the Google Ads Method 

Google Ads is a hugely valuable tool for just about any business, though it can be tricky to navigate. With more advanced features, you can better manipulate your ad campaigns for maximum success, but with more advanced features also comes more confusion.  

It’s important to understand that Smart Bidding is already designed to take seasonality into account, so Google’s seasonal adjustments are reserved for occasions outside of regular seasonality patterns when you might benefit from spending more on advertisements. The launch of a new product, for example, is a prime opportunity to use the feature. 

It’s recommended to use seasonality adjustments for any days where the conversion rate of your bid strategies is expected to change by more than 30% within a 72-hour time frame. By understanding the ins and outs of Google Ads’ methodology and function, you equip yourself with the knowledge needed to manipulate your ad campaigns to become the best they can be.  

If you find navigating Google Ads confusing, you’re not alone. At WEB ROI, we take care of Google Ad campaigns so our clients don’t have to spin their wheels. We specialize in digital marketing ad campaigns, which makes us the perfect navigator to join you on your journey to success! Contact a team member at WEB ROI today to discuss your business goals and help you leave the competition in the dust.  

Sources: 

https://tinuiti.com/blog/paid-search/google-seasonality-adjustments/ 

 

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