Google this week added seasonality adjustments for smart bidding in Google Ads. The seasonality adjustments enable advertisers to inform the bidding that a higher conversion rate is expected, and are available now for search and display campaigns.
According to Google, advertisers know when there are key moments for the business when they can anticipate significant shifts in conversion rate, like during sales or when a new product launches. For example, when there is a flash sale for the weekend, historically, if the advertiser saw a 50% increase in conversion rates, the advertiser can introduce that value as seasonality adjustment.
Google says seasonal adjustments are ideal for short events of 1-7 days, and they may not work as well for extended periods (over 14 days at a time).
Google expects later support for shopping campaigns this year.