Microsoft Advertising · Status at source date: Newsletter archive
Microsoft seasonality adjustments now available for Portfolio bid strategies
Seasonality adjustments: previously available only for individual campaigns: are now available for campaigns using Portfolio bid strategies. The feature is designed for short-term events with a temporary, significant change in expected conversion rates, such as a major promotion or seasonal peak.
What changed
They work only with tROAS and tCPA campaigns and are not intended for ongoing performance optimisation. Microsoft recommends applying one consistent adjustment across all campaigns in a portfolio; mixed adjustments may cause the portfolio to rebalance and spend more aggressively between campaigns.
Why it matters for advertisers
For you, this means seasonality adjustments are now viable for accounts running Portfolio bidding: set one ahead of any upcoming short-term promotional event, and avoid applying different adjustments across campaigns unless seasonal patterns are genuinely distinct.
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Original newsletter text and archive evidence
Microsoft seasonality adjustments now available for Portfolio bid strategies
Seasonality adjustments: previously available only for individual campaigns: are now available for campaigns using Portfolio bid strategies. The feature is designed for short-term events with a temporary, significant change in expected conversion rates, such as a major promotion or seasonal peak. They work only with tROAS and tCPA campaigns and are not intended for ongoing performance optimisation. Microsoft recommends applying one consistent adjustment across all campaigns in a portfolio; mixed adjustments may cause the portfolio to rebalance and spend more aggressively between campaigns.
For you, this means seasonality adjustments are now viable for accounts running Portfolio bidding: set one ahead of any upcoming short-term promotional event, and avoid applying different adjustments across campaigns unless seasonal patterns are genuinely distinct.
Source captured . No explicit first-contributor label was provided for this update.
