AdOptics Blog | Conversion Optimization for Google Ads

How Can You Effectively Use Seasonality Adjustments With Maximize Conversion Value Bidding in Google Ads?

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Summary

Using seasonality adjustments with Maximize Conversion Value bidding in Google Ads allows advertisers to temporarily modify bid strategies to anticipate and capitalize on expected changes in conversion rates during certain periods. This tool is particularly useful for e-commerce businesses during sales events or holidays. Here's how to effectively implement seasonality adjustments in your Google Ads campaigns.

Understanding Seasonality Adjustments

Seasonality adjustments in Google Ads are a feature designed to help advertisers optimize their bidding strategies during periods when they expect conversion rates to significantly deviate from the norm. This is particularly useful for businesses that experience seasonal spikes or dips in conversion rates, such as during holiday sales or other promotional events. By adjusting bids based on expected performance changes, advertisers can maintain control over their budgets and ensure they maximize conversion value.

Setting Up Seasonality Adjustments

Identify Key Time Periods

The first step in setting up seasonality adjustments is identifying the time periods when conversion rates are expected to change. This could be during Black Friday, Christmas, back-to-school season, or any specific promotional period. Having historical data on past performance during these periods can help in making accurate predictions.

Create an Adjustment

In your Google Ads account, navigate to the "Tools & Settings" menu, select "Bid strategies," and then "Advanced controls." Here, you can set up a new seasonality adjustment by specifying the date range and expected conversion rate change. For example, if you expect conversion rates to increase by 20% during a sale, you can set this as your adjustment.

Implementing Adjustments in Maximize Conversion Value Bidding

Choosing the Right Bidding Strategy

Maximize Conversion Value is a smart bidding strategy that focuses on getting the most conversion value for your budget. When combined with seasonality adjustments, this strategy can help prioritize high-value conversions during anticipated spikes in conversion rates. This ensures your ads remain competitive without overspending.

Monitor and Adjust

After setting up seasonality adjustments, it's crucial to monitor their impact. Review the performance data to ensure the expected increase in conversion value is realized. If necessary, tweak your adjustments or budget allocations based on real-time data.

Examples of Effective Use

Consider a retail company planning a significant promotional event over a weekend. By setting a seasonality adjustment for that period, they can anticipate increased conversion rates and allow the Maximize Conversion Value strategy to bid more aggressively, thus capturing more high-value sales. After the event, the company should analyze the results to refine future adjustments.

Conclusion

Seasonality adjustments in Google Ads provide a strategic way to optimize bidding strategies during periods of expected conversion rate fluctuations. By using these adjustments with Maximize Conversion Value bidding, advertisers can efficiently manage their ad spend and maximize their return on investment during key sales periods.

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