{"id":1314,"date":"2025-05-27T23:35:00","date_gmt":"2025-05-27T21:35:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=1314"},"modified":"2025-05-30T05:53:51","modified_gmt":"2025-05-30T03:53:51","slug":"sales-promotion-and-smart-bidding-how-to-figure-it-out","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/sales-promotion-and-smart-bidding-how-to-figure-it-out","title":{"rendered":"Sales Promotion and Smart Bidding &#8211; how to figure it out?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A fellow member of the list, Arnaud Adam, wrote in with this question the other day (name shared with permission):<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Sometimes, we run Sales promotions (e-commerce). CVR is increasing, Google is happily spending money. Then the promotion stops but it takes a while for Google to figure it out. What are the options to limit the spending after the promotion?&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Great question! Here&#8217;s how I like to approach it (for e-commerce with short conversion delays).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">FIRST:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If I expect the sales promotion to have a significant impact on the conversion rate of a significant portion of the clicks in one or more campaigns -> use a seasonality adjustment (for one or more campaigns).<\/li>\n\n\n\n<li>If I expect only a small change in conversion rates or a significant change in only a small portion of the clicks -> do nothing.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">SECOND:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If I have applied a seasonality adjustment, I&#8217;ve seen a significant impact on conversion rates for a significant portion of the clicks during the sales promotion, and if I also see smart bidding not scaling back the bids after the promotion -> use Data exclusions.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A little bit of background from the horse&#8217;s mouth:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Seasonality adjustments are an advanced tool that can be used to inform Smart Bidding of expected changes in conversion rates for future events like promotions or sales.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>If you\u2019re expecting conversion rates to increase by 50% during a 3-day sale, you can create a seasonality adjustment that increases the conversion rate by up to 50% for those 3 days. Your campaigns will optimize their bids during the events and return to their pre-adjust performance after the event is finished. No negative adjustment is needed once the promotion is over.&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Source:\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/10369906?hl=en\">https:\/\/support.google.com\/google-ads\/answer\/10369906?hl=en<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">NOTE: I think Google made a mistake in the documentation. I think they meant this: &#8220;You can create a seasonality adjustment that increases the <em>CPC bid<\/em> by up to 50% for those 3 days.&#8221;\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use with care:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use historic data to estimate changes in conversion rates and desired changes in CPC when possible.<\/li>\n\n\n\n<li>Use data exclusions only when needed, and read through the best practices before applying. See\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/10276486?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/support.google.com\/google-ads\/answer\/10276486?hl=en<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Nils<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A fellow member of the list, Arnaud Adam, wrote in with this question the other day (name shared with permission): &#8220;Sometimes, we run Sales promotions (e-commerce). CVR is increasing, Google is happily spending money. Then the promotion stops but it takes a while for Google to figure it out. What are the options to limit &hellip; <a href=\"https:\/\/nilsrooijmans.com\/daily\/sales-promotion-and-smart-bidding-how-to-figure-it-out\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Sales Promotion and Smart Bidding &#8211; how to figure it out?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1314","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sales Promotion and Smart Bidding - how to figure it out? - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/sales-promotion-and-smart-bidding-how-to-figure-it-out\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sales Promotion and Smart Bidding - how to figure it out? - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"A fellow member of the list, Arnaud Adam, wrote in with this question the other day (name shared with permission): &#8220;Sometimes, we run Sales promotions (e-commerce). 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