SPEAKER: During seasonal times, it's
important to focus on campaign efficiency
while also connecting with your potential customers.
Smart Bidding, Performance Planner,
and the Recommendations page in Google Ads
are here to help during seasonal times.
Setting the right bids for every customer
can be both challenging and time consuming.
Smart Bidding learns at the query level
to set auction time bids and help
you navigate the complexities of dynamic markets.
It reacts quickly to changes during seasonal events,
as well as to budget and target updates,
while giving you the control to achieve your marketing
objectives.
In cases where you expect to see significant changes
in conversion rates or conversion
value in a short period of time due to a promotion or sale,
you may want to additionally adjust
targets to ensure you capture the full opportunity.
To prepare for these seasonal events,
you can adjust your CPA or ROAS targets manually,
or use seasonality adjustments.
In both cases, you'll want to review past performance.
If you're working with a newly-created campaign,
check similar campaigns in your account.
With manual adjustments, change your targets by the same factor
that your conversion rate is expected to change
in advance of the event.
For example, if you expect your conversion rates to double,
double your CPA target or reduce your ROAS target by half
in order to maintain a constant CPA or ROAS.
With the Seasonality Adjustment Tool,
you can set a time and date for when
you expect to see a short spike in conversion rate.
This will inform Smart Bidding when
to change its bidding behavior.
It's recommended to only use this tool for events
like Black Friday, which see sudden conversion rate spikes.
Once Smart Bidding is set up, ensure
there's enough budget runway to maximize
performance and capture increased
demand from seasonal events.
To help you do this, you can use Performance Planner.
Performance Planner allows you to forecast
the impact of different spend scenarios
on key metrics for upcoming periods
and identify optimal target bid and budget settings
for your always-on campaigns.
Performance Planner forecasts take into consideration
historical campaign performance and seasonal trends
for your target market and region.
As a best practice, engage in budget planning
early and run a quarterly plan to ensure your investment
is sufficient to support your seasonal business objectives.
Plan budgets more frequently on a monthly or biweekly basis
throughout the seasonal period to ensure bid and budget
settings remain optimal.
Since Performance Planner will reallocate budget
across campaigns, only include campaigns
with a similar marketing objective in a single plan.
And select the key metric you want to plan for.
During seasonal times, consumer intent
can be higher, which can lead to a significant uplift
in conversion rates.
To improve forecasts, you can adjust conversion rates by--
one, planning based on a conversion
rate similar to the same time last year;
two, setting a custom conversion rate adjustment at the plan
level; or three, individually defining conversion rates
for relevant campaigns in your plan.
Once you've selected a Smart Bidding strategy
and planned the right budgets, you'll
be able to use the Recommendations
page to optimize on an ongoing basis.
You can identify new customers and maximize
on shifts and traffic with the ad keywords
and match type recommendations for search campaigns,
adapt your messaging with better theme ads,
and ensure your ads run on your busiest days
with the budget raising and reallocation and Smart Bidding
target adjustments recommendations.
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For more step-by-step videos on Google Ads implementation
and optimization, check out Google Ads tutorials.
If you have any questions or for more information,
please visit Google Ads Help.
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