Seasonality adjustments now list Demand Gen

What changed

What this means in practice

Seasonality adjustments are a short-term bidding input, not a way to force delivery or repair a weak offer. The useful distinction is between an unusually sharp change in conversion rate and the ordinary demand patterns Smart Bidding already encounters. An advertiser planning a brief promotion should decide which of those situations applies before adding an adjustment.

For example, compare the expected conversion-rate change during a two-day offer with a genuinely comparable promotion, allowing for different discounts, products and stock. Keep the adjustment window separate from the campaign budget and target. An increase in traffic alone does not justify assuming that a larger proportion of visitors will buy.

After the event, compare actual conversion rate, order value and acquisition cost with the planning assumptions. Preserve the start and end times so the result can be assessed without confusing the promotion with the bidding change. The October date records the documentation coverage; it does not establish when every account received the capability.

For a short promotion, record the event window and expected change in conversion rate before deciding whether an adjustment fits. Compare the documented campaign type and bidding strategy with the actual campaign. A regular seasonal pattern or a long sale is a different planning problem from a brief exceptional conversion-rate event. Save the pre-event settings so the temporary change can be reviewed after the promotion.