Black Friday Google Ads: Seasonality Adjustments Backfire, Data Shows
MarTech Today4h ago·1 min readAdvertising
AI Summary
Analysis of over 5,000 Google Ads accounts reveals that manual seasonality adjustments during Black Friday and Cyber Monday lead to higher CPCs and lower ROAS compared to letting Smart Bidding manage the period. This pattern has held true for three consecutive years, suggesting a flaw in how these adjustments interact with predictable, high-volume sales events.
⚡ Marketer Insight
Relying on manual seasonality adjustments for predictable events like Black Friday is actively harming campaign performance, driving up costs and reducing returns. Instead of overrides, marketers should focus on AI-powered guardrails to optimize Smart Bidding during peak periods.
#google ads#black friday#smart bidding#seasonality adjustments
Original article
MarTech Today