When and How to Set Up Seasonality Bid Adjustments in Google Ads

[00:00:00] the campaigns did is the campaign stopped spending Revenue dropped as well campaign stopped spending got to boxing day and then everything took off again so we saved the client about 30% in um in their budget in Revenue you you do a seasonal bid adjustment if you got a sale period coming up so you've got to stipulate the sale period so I think you've missed a boat here Melissa um because you've got to say if there's if there's a Valentine's Day promotion coming up or a Black Friday Cyber Monday or whatever sale period so client saying yet we got to sale for seven days right is this going to be a sale or has it been a sale they've been running you know uh annually you then go back and you check the date so we'll just use Valentine's Day as an example you you they're running a sale from 7 days before Valentine's Day go into the previous year and have a look at the conversion rate so You' look at the

[00:01:13] conversion rate of the account in that period share my screen so I can explain to you can you reverse engineer it Glenn as you're talking like could you essentially try to then pick the period from where there's no promo to where is a promo well you could you could say I'm expecting a dip in this seven days so yes you could do the same thing but if you want to do it um where you're going you want to tell the the campaign that you are going to have a performance increase or or performance decrease based on what you know has happened historically you then look at the historic numbers and you then create a seasonal bit adjustment on that what's that sheet there Melissa that's SCS for you oh yeah no I'm just pulling it up now okay but oh my internet is so slow so what was this sale um period that they had for Valentine's Day 6th until tomorrow sixth of fed yeah okay so we look at six go back to

[00:02:35] 23 which would be say seven 6 to 30 6 to 1323 grab the conversion rate right all right so 1.27 compare it to the previous period apparently they like day after sales is always a big slap in the face yeah it's a really rough the day after the sale yeah always okay maybe we can just take that period you know like try and find where it's the worst and then we can buffer it so looking at so this is I'm looking at the period last year in 23 from 6 to the 13th right so currently that I did they run it let's just say they they ran a and I'm just doing um the conversion rate looking at the conversion rate data my print screen button stopped working for some reason anyway looking at the conversion rate column uh previous seven days it's only gone up 3% right not really that much of a difference but we can see the YouTube went up 133% there um the search bottom of funnel so that's gone up 22% so we could probably assume that if

[00:04:34] you're running branded campaigns if you've got there there's a conversion rate for 20 YouTube's 20% 20% for brand is there 133% for YouTube there ideally what you want to be doing is having a look at that data let's just say that there was a 20 or 30% in increase in in performance in that week that you would generally get normally you then go in and create a seasonal adjustment let's just say that we want to run a we go to bid strategies we come to Advanced and you create a new seasonally adjustment generally you want to do a conversion rate adjustment and you might just call this Valentine's Day 2024 select a date that you want this to be applied to now we're obviously outside this period but just say um it was from the six 6 to the 13th or 6 to the 12th you put the dates in there start time end time just go you can select your campaign types whether you just want to apply it to search display

[00:05:56] shopping performance Max whatever it is then you'll say I'm expecting an increase of 30% in my conversion rates so you're telling the algorithm this is what I'm expecting it will then adjust accordingly now conversely we could go in have a look at the same period now you you've missed the the chance to put this in what you can see then if we look at the previous year and see if the conversion rate has dropped off so I'm going to go back to their their campaign or their account so why have we missed the boat sorry I'm just um just a quick question why have we missed the boat if we want to adjust the bids for like the following like three days after the sale yep so you got to give it you got yeah so ideally what you want to do is if you want if you know that your conversions are going to increase like your sales historically are good you want to tell the algorithm I'm expecting the conversion rate to be

[00:06:59] high it will then bid more aggressively and you can make more money so you're giving it a heads up conversely if you are if you know that you're going to have a bad period after Valentine's Day so let's just say I'm going to look at last year the 15th to the 18th 15th to 18th so we know that was compar to the previous period all right so looking at your conversion rate for your count it actually went up last year by 12% yeah truthfully I don't think they um had the Valentine's Day Sale last year they pretty sporadic in their in their sale decisions okay so what you want to do then if you are expecting that there's going to be a drop you would call it Go in call it post Valentine's Day 2024 hang or whatever you want to call it hangover like that this is sale hang sale hangover and you want to run it from say the 15th to maybe the Sunday maybe whatever whatever your date period is y um you can go all campaigns or you can select

[00:08:22] the sorry campaign types or select specific campaigns okay I generally would just keep everything at all campaigns and say we're expecting a decrease of 30% in conversion rate or 20% so what it will do then is it will bid less aggressively so you're not um not spending as much now I did this exact same strategy with after Christmas so we there was a period from I think about the 18th to the 25th where last year it was terrible like no one bought because you're seven days out from Christmas and no one was buying so I put in a seasonal bid adjustment of that period seven days before Christmas that I'm expecting a decrease in conversion rate of 50% what the campaigns did is the campaign stopped spending Revenue dropped as well campaign stopped spending got to boxing day and then everything took off again so we save the the client about 30% in um in their budget in Revenue because we're expecting that decrease so you could do

[00:09:39] the exact same thing with uh if you're expecting a drop in conversion rate and conversely if you know that you're going to get a good conversion rate you could do the seasonal seasonality adjustment that you know you're going to get a conversion rate bump in that period so that way Google doesn't go oh yeah this is the norm you're telling it no no this there is going to be a surge or there's going to be a decrease and it will adjust its bidding accordingly because you're telling it no no no this is going to be an outlier I want you to adjust um the bidding so question on that if so say for instance if they didn't run the Valentine's Day Sale last year and we don't really know what say we're going to apply this for the increase like we're anticipating an increase but I don't know exactly how much is it okay to just like we could just guess like based on other sales like I usually see around a 25 to 30% so anywhere in there

[00:10:39] would be okay to set it yep okay just look at historical data yeah I was just going to say don't look at the Christmas like no um look find another similar um promotion that isn't Christmas like find something that's a little more low scale that way you're not um being more drastic or if you want to get wild you can just average them all yes okay so something like maybe um like July 4th like that's not a that's not really a big skinc care sale time but they run a sale so maybe July 4th would be comparable to Valentine's Day yep I'd be I'd be looking anywhere between 20 and 30% adjustments okay so yeah I got it nage um just checking that you understood that so we should we could um use that bid adjustment um post this sale so we can set it up for do you think Glenn just because there is such a huge hangover normally it would be okay to start it like tomorrow afternoon even okay yep if they've got a sale who's really

[00:11:50] gonna be buying on Valentine's Day yeah exactly like Christmas Day who's going to buy on Christmas Day Christmas present yeah hi everyone welcome back to another episode of GAD girls we are here again with Cindy back by popular demand hello Cindy hi guys how are you Leandra good good looking forward to another episode here so why don't you tell us the topic that we're going to be covering today okay