Google Adds Seasonal Bid Controls for App Campaigns
▼ Summary
– Google Ads introduced a beta Seasonality Adjustments feature for Smart Bidding in app campaigns.
– This tool allows advertisers to proactively increase bids during short, high-impact events like flash sales.
– The feature is designed for predictable conversion spikes lasting between one and seven days.
– It is not intended for minor fluctuations, which Smart Bidding already handles automatically.
– This gives advertisers more control to capture maximum value and avoid missed opportunities during critical promotions.
Google has introduced a new beta feature for App Campaigns that provides marketers with seasonal bid controls for Smart Bidding. This tool is designed to help advertisers better manage their campaigns during short, high-impact events such as flash sales, holiday pushes, or major product launches. By allowing for proactive adjustments, this feature aims to maximize campaign performance precisely when it matters most.
The primary benefit of this update is the ability to address sharp, predictable swings in conversion rates. Smart Bidding typically operates by learning from historical data, which can mean it reacts to changes after they have already begun. For brief but critical promotional periods, this reactive approach can sometimes lead to missed opportunities. The new seasonality adjustments empower advertisers to proactively increase their bids in anticipation of a surge, helping to ensure they capture the full value of a short-term event rather than leaving potential revenue unrealized.
This functionality is available across all App Campaign bid strategies. It is specifically intended for short, intense periods, generally lasting between one and seven days. The controls are not meant for handling minor, everyday fluctuations in performance, as the standard Smart Bidding algorithms are already well-equipped to manage those variations automatically.
In essence, this beta release gives advertisers a direct lever to influence their campaign’s bidding behavior during crucial promotional windows. It adds a layer of predictability to automated bidding, making Smart Bidding more effective when the stakes are highest. This development was initially shared by a senior Google app growth manager on a professional social network.
(Source: Search Engine Land)
