How to Prepare for Holiday Shopping with Google Ads Seasonality Adjustments

 

The holiday season is one of the busiest times of the year for most online businesses. With customers actively searching for deals and products, it’s important to stay ahead of the competition. One way to do this is by using the seasonality adjustment feature in creating and managing Google Shopping Ads, which allows you to optimize your campaigns for short-term spikes in conversion rates.

Why Use Seasonality Adjustments for Holiday Campaigns?

During holidays like Thanksgiving, Christmas, or New Year’s, the competition in digital advertising ramps up. Everyone is vying for the attention of consumers, which means you need to ensure that your ads are visible at the right time. With the seasonality adjustment feature, you can increase your bids during these peak periods to capture more clicks and conversions when customers are actively shopping.

Example: Setting Up a Holiday Seasonality Adjustment

Let’s say you run an e-commerce store selling winter clothing. You know from past data that sales spike between December 1 and December 25. To take full advantage of this:

1. Log in to Google Ads and go to Tools & Settings.
2. Under Bid Strategies, click Seasonality Adjustments and create a new adjustment.
3. Input the name "Holiday Shopping 2024" and set the dates for December 1–25.
4. Estimate your expected increase in conversion rates, say 25%, and save the adjustment.

Google Ads will then automatically adjust your bids during this period, increasing your chances of capturing holiday shoppers at their most active time.

Benefits of Using Seasonality for Holiday Shopping

• Increased Visibility: Higher bids mean your ads are more likely to appear in front of consumers searching for gifts.
• Better ROI: By focusing on high-conversion periods, you maximize your ad spend for greater returns.
• Optimized Campaigns: Fine-tuning your bidding strategy ensures that you stay competitive during the busiest time of the year.

By using the seasonality adjustment feature, you can ensure that your ads perform optimally during the holiday rush, leading to increased traffic, sales, and overall profitability.