Changing user interest and seasonality cannot be controlled by an advertiser, but you may be able to make adjustments to your campaign to reduce performance fluctuations.
Your campaign is often competing with other campaigns in the auction, and traffic during specific times of the year is important to take into consideration when evaluating performance.
Example
If you’re expecting conversion rates to increase by 50% during a three-day sale, you can create a seasonality adjustment that increases the conversion rate by up to 50% for those three days. At the end of the sale, Smart Bidding can go back to pre-sales behaviour without the need for a ramp down.
What you can do
Check for holidays, special events and other national occasions that may contribute to performance changes.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
