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Guide to Creating Google Ads Seasonality Adjustments
16th January 2023 • The Google Ads Podcast • Solutions 8
00:00:00 00:11:00

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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.

Listen to this episode as our Director of Operations, Leandra Green, and our Google Ads Specialist, Cindy Marin, share how you can create seasonality adjustments, including the following:


- What seasonality adjustments are

- When to use seasonality adjustments

- Common misconception of advertisers about seasonality adjustments

- Important factors to consider when running seasonality adjustments


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0:00 Intro

0:35 How to Create Google Ads Seasonality Adjustments

2:50 Black Friday online sales set a new record

4:12 What are seasonality adjustments?

6:29 Work with the best Google Ads agency on the planet

10:15 Setting the conversion rate adjustment



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Transcripts

Jon:

This is super cool because it's a tool that gives the human

Jon:

like some kind of input in what the algorithm in Google does.

Jon:

Google has a bunch of little secret things like this they don't know about until you

Jon:

know about them, and then it's like, whoa, why didn't I do this to me years from the.

Jon:

Forever.

Jon:

The term seasonality adjustment is a little skewed cause we, it's not

Jon:

necessarily just for different seasons.

Jon:

So it's meant for spikes in anticipated spikes for steep decreases of converting.

Jon:

Hi everyone.

Jon:

Welcome back to another episode of Gads Girls.

Jon:

We are here again with Cindy, back by Popular Demand.

Jon:

Hello, Cindy.

Jon:

Hi guys.

Jon:

How are you?

Jon:

Leandra.

Jon:

. good.

Jon:

Looking forward to another episode here.

Jon:

So why don't you tell us the topic that we're gonna be covering today?

Jon:

Okay, perfect.

Jon:

Today we're going to talk about an advanced tool called

Jon:

Seasonality Adjustments.

Jon:

I think this is super cool because it's a tool that gives the human

Jon:

like some kind of input in what the algorithm in Google does.

Jon:

Sometimes we just use smart beating and we just.

Jon:

Stuff around and then it's like a black box and we'll never touch it again.

Jon:

With this feature, we can actually put our insights towards the machine,

Jon:

machine learning and we can let them know, Hey there's an upcoming event

Jon:

where I am going to see a significant change, whether it's an increase

Jon:

in conversion rates or a decrease.

Jon:

So I think this is a great tool for those Google Ads experts out.

Jon:

. Great.

Jon:

And the term seasonality adjustment is a little skewed cause we, it's not

Jon:

necessarily just for different seasons.

Jon:

So it's meant for spikes in anticipated spikes or steep decreases of conversions.

Jon:

So not necessarily clicks impressions, but it's purely focused on conversions.

Jon:

So that could be For Black Friday or big sales or big

Jon:

promotions that are coming up.

Jon:

But also if you're running a challenge or you're running some kind of offer and

Jon:

you expect a change in conversions, then this could be used for that as well.

Jon:

Yeah, especially right now that we are in the season, like we can expect some

Jon:

conversion rates to go up, especially if you have a Christmas sale, a New Year's

Jon:

Eve coming up, or even Valentine's.

Jon:

I think that would be something that you.

Jon:

let's go ahead and share some insights with you guys.

Jon:

So how to create seasonality adjustments.

Jon:

But before diving into all the steps and all the ins and outs, I just wanted

Jon:

to share some quick insights about the Black Friday that we just had this year.

Jon:

And it set a new record in.

Jon:

The last, I don't know, like six years, everybody went to their

Jon:

computer and go, went ahead and bought something on Black Friday.

Jon:

Did you buy something Leandro?

Jon:

I did, yeah.

Jon:

Every year I think, oh, this year I'm gonna, you know, I don't need anything.

Jon:

I don't wanna go buy something just to buy things.

Jon:

And of course, every year I end up spending money.

Jon:

So I'm definitely one of these, one of these people.

Jon:

But it's interesting to see 2020.

Jon:

Everyone starts shopping online, but it hasn't decreased from there.

Jon:

It's even even going up, which is interesting.

Jon:

So online shopping is here to stay and people are preferring to stay

Jon:

home, especially if you live in, a cold area like Leandra in Canada.

Jon:

I don't think that you wanna go out to the mall, in the cold.

Jon:

So in 2022 there was a record of nine point 12 billion according to U s A today.

Jon:

So I think that having those special features are something that

Jon:

should take advantage because it's going to leave us with more sales.

Jon:

In order to know what our seasonality, adjustments and things that we

Jon:

need to keep in mind, I want us to go to the Google Ads Bible, which

Jon:

is the help center in Google Ads.

Jon:

Basically, As we can see, this is an advanced tool and I do believe

Jon:

that it is because it has already a couple of years that this was

Jon:

launched by Google and not a lot of people know about it or implemented.

Jon:

I only use it a couple of times in my accounts in the past two years.

Jon:

So I think that this is a great tool for someone that is really.

Jon:

Looking forward, those puts in conversions during the year.

Jon:

If you know that Black Friday gives you amazing results last year or this year,

Jon:

then keep in mind that you can implement this whenever you feel like you gonna

Jon:

have a spike in conversions or a decrease.

Jon:

A lot of people will criticize the name of it because it says seasonality,

Jon:

but it's not really a season.

Jon:

Like Leandra mentioned it's ideal for short events.

Jon:

So I recommend one to seven days, but you can go up to two weeks

Jon:

if you have a longer promotion.

Jon:

But if you want to really work, just keep the one to seven days time.

Jon:

right now they're available for search, shopping and display campaigns, but

Jon:

using a specific smart meetings such as Target roas and Target C p A.

Jon:

But it's also available for Smart Shopping and Performance Max campaigns now?

Jon:

You can also create this seasonal adjustment for multiple accounts.

Jon:

You just have to have a Google Ads Manager account.

Jon:

now let's dive into how to do it.

Jon:

It's super easy.

Jon:

It just sounds complicated, but it's like the easiest stuff ever.

Jon:

You just go to tools and settings and Google ads, and

Jon:

then you go to bid strategies.

Jon:

This is not a glitch.

Jon:

I'm interrupting the video you're watching because I need to remind

Jon:

you that I'm always looking for people to join our team.

Jon:

So if you're passionate about Google Ads and you wanna work with the best

Jon:

Google Ads agency on the planet, please go to so late.com/apply.

Jon:

Speaking of working with the best Google Ads agency on the planet, if you're having

Jon:

trouble with Google Ads and you want professional help, That's what we do.

Jon:

You can go to so late.com, that's s o l eight.com to apply for your

Jon:

free, no obligation action plan.

Jon:

And if I've given you any level of value at all, maybe think about giving me a

Jon:

thumbs up and subscribe to our channel.

Jon:

That's how we juice the YouTube algorithm, so they actually know

Jon:

that I know what I'm talking about.

Jon:

If you have questions, comments, concerns, or confessions,

Jon:

hit me blowing the comments.

Jon:

And now back to your regularly scheduled.

Jon:

Google has a bunch of little secret things like this they don't know

Jon:

about until you know about them.

Jon:

And then it's like, whoa, why didn't I do this in Year for the forever?

Jon:

And hopefully this is one of those things we can help everyone with.

Jon:

So you go to advanced controls and there you go.

Jon:

You get to seasonality adjustments.

Jon:

So you just click the plus.

Jon:

and you can let them know what adjustment type you want to do, if you want to

Jon:

do the budget or the conversion rate.

Jon:

let's say that you're saying, this upcoming New Year's, I'm

Jon:

going to have a sale and I expect an increase in conversion rates.

Jon:

Then you select.

Jon:

the conversion rate option, and then you put a name to it.

Jon:

and you can enter at description.

Jon:

It is optional and this is very important.

Jon:

It is start and the end time, like we said it's for small.

Jon:

So because we are saying that it's New Year's, we're going to put,

Jon:

like, the promotion will start from Friday, right before the end

Jon:

of the year, till January 2nd.

Jon:

, and you can even put the start time, and this is important for

Jon:

people that have different time zones and they have specific times

Jon:

where they're going to launch stuff.

Jon:

Some of our accounts have that Leandra.

Jon:

So this is a great feature.

Jon:

And then, The scope, as you can see, has increased over the years.

Jon:

It used to be just for search, display and shopping, but now even performance

Jon:

Max can have seasonality adjustments and we can let the machine learning

Jon:

know that this upcoming event is coming.

Jon:

But if you want to even be more granular, you can.

Jon:

Go ahead and select the specific campaigns.

Jon:

You can say, oh, the brand or the display is where I'm going to see.

Jon:

I don't think display is ever going to give you great conversion rates.

Jon:

So I just hope that you guys select either your shop in your

Jon:

performance max or your search.

Jon:

But if this display works for you, why not select.

Jon:

and then the devices.

Jon:

This is important in case that you have a promotion that is

Jon:

only available for mobile.

Jon:

I don't know if you ever had those type of promotions before Leandra.

Jon:

Yeah, usually it depends.

Jon:

Every client has different needs, but probably best to select them all unless

Jon:

you have a specific reason to remove one.

Jon:

Correct.

Jon:

And then here's the tricky part, conversion rate adjustment because

Jon:

you can either go to your Google Ads account and check previous years

Jon:

or Google Analytics just to see how the conversion rate increase.

Jon:

But at the beginning, I think it's mostly, I guess because you

Jon:

have to start running seasonality adjustments to learn from them.

Jon:

And then, So at the beginning you can say that you're going

Jon:

to increase the conversion rate.

Jon:

you're gonna see an increase in conversion rates by 50%.

Jon:

So that could be something that you have to guess, but I'll recommend to always

Jon:

check your Google Analytics or your Google's performance from previous years.

Jon:

And then you click safe and that's it.

Jon:

That's how you create seasonality adjustments.

Jon:

. Awesome.

Jon:

That's gonna be really helpful for a lot of different reasons.

Jon:

We have some clients that run challenges, so it's not always a

Jon:

promotion that you have to do this with.

Jon:

It's helpful for different peaks and conversions for various reasons.

Jon:

Thank you so much, Cindy.

Jon:

So everyone remember to like, comment, and subscribe, and we are your guest girls.

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