Maximizing Google Shopping Ads with Seasonality Adjustment

 

Maximizing Google Shopping Ads with Seasonality Adjustment

As an online retailer, keeping up with fluctuating consumer behavior is crucial. This is where the seasonality adjustment feature in Google Ads comes into play. If you run Google Shopping Ads, understanding how to leverage this tool can make a huge difference in your sales during peak shopping periods.

How Does Seasonality Work in Google Shopping Ads?

Google Shopping Ads showcase your products at the top of search results, but competition can be fierce—especially during key shopping seasons like Black Friday, Cyber Monday, or back-to-school periods. The seasonality feature in Google Ads lets you adjust your bids during these high-traffic times to ensure that your ads remain visible and competitive.

For example, let’s say you sell electronics, and you notice that demand spikes during the holiday season. By using seasonality adjustment, you can increase your bids by a set percentage for the period between November and December, ensuring your products appear in more search results when customers are actively looking to buy.

Steps to Use Seasonality for Google Shopping Ads

1. Identify high-demand periods: Review historical data to pinpoint times when demand surges for your products.
2. Set a seasonality adjustment: Navigate to Tools & Settings in Google Ads, create a new seasonality adjustment, and input the dates of your peak season.
3. Adjust conversion rate predictions: Enter an estimated percentage increase in conversion rates to optimize your bidding strategy.

Using seasonality in your Google Shopping Ads campaigns helps you get ahead of your competition and capture more sales when it matters most.