Google Ads is testing a new ad group-level option for seasonal adjustments, giving App campaign advertisers more control over how Smart Bidding responds to expected changes in conversion rates.
The beta arrives ahead of Black Friday, when advertisers often anticipate short-term increases in conversion activity.
What’s new
Advertisers can now select from three scopes when creating a seasonal adjustment:
- Campaign type: Apply an adjustment across a selected campaign type.
- Specific campaign: Apply an adjustment to an individual campaign.
- Specific ad groups: Apply an adjustment to selected ad groups within App campaigns.
The third option is new and is currently identified as a beta feature.
How it works
Advertisers can select individual ad groups within their App campaigns and enter an estimated conversion rate adjustment for a defined promotional period.
For example, if an advertiser expects conversion rates to increase by 50% during a three-day sale, they can enter a +50% conversion rate adjustment.
Google’s automated bidding system can then use that estimate when optimizing bids during the selected period.
The adjustment is based on the advertiser’s expected change in conversion rate, not a guaranteed increase in actual conversions.
Why we care
The additional scope could be particularly useful for App campaigns where different ad groups are expected to respond differently to a promotion. Rather than applying the same conversion rate estimate across an entire campaign, advertisers can target the adjustment to the ad groups most likely to experience a temporary performance change.
The bottom line
Google Ads is testing ad group-level seasonal conversion rate adjustments for App campaigns, allowing advertisers to fine-tune Smart Bidding for specific promotions without applying the same adjustment across an entire campaign.