Aug 23, 2023

Released: Search Ads Seasonality bid adjustment

Updates

  • August 23, 2023: Updated the information after the release completed.
  • August 2, 2023:Announced this information.

Product
Yahoo! JAPAN Ads Search Ads

Tools

  • Campaign Management Tool
    *Available in the new platform.
  • Campaign Editor

Date
August 23, 2023

Summary

We have released “Seasonality bid adjustment” (seasonality adjustment) feature for Search Ads. You can adjust the conversion rate for autobidding in a short period of time, around one week.
For autobidding, the bid is set considering the conversion rate over the past one month. Because of this, the effectiveness of autobidding may decrease when conversion rates fluctuate greatly over a short period of time, such as in sales and promotional campaigns.

Seasonality adjustment is a feature that allows autobidding to respond to a short-term fluctuation, such as sales, by setting the duration and the expected fluctuation of the conversion rate. If you have been using Search Ads for a while and are aware of when the conversion rate fluctuates, such as at a certain time of year or event, use seasonality adjustment for short-term changes and maintain the usual learning of autobidding.

seasonality adjustment use image

Details

Details of seasonality adjustment are as follows.

  • Campaign type
    　- Standard campaign
    　- Dynamic Ads for Search campaign
    　*Cannot be set for app campaigns.
  • Bid strategy
    The following can be set up for campaigns with autobidding.
    　- Portfolio bidding
    　　Target CPA
    　　Target ROAS
    　- Campaign bidding
    　　Maximize conversions (with target value)
    　　Maximize conversion value (with target value)
    *You can set this for campaigns with other bid strategies but it won’t work.
  • Duration
    Up to 14 days
    *We recommend to set up within 7 days.
  • Device
    You can specify a device. You can choose from PC, smartphone, and tablet.
  • Conversion rate adjustment
    You can adjust between -90％ (decrease) to +900％ (increase).
    Example:
    Your usual conversion rate is 7%, and you expect twice the usual rate during the sale.
    Specify “Increase 100%” to apply seasonality adjustments.
    In this case, autobidding will run assuming a 14% conversion rate during the set duration.

Comments

  • When multiple seasonality adjustment's overlaps, the conversion rate during that duration is multiplied.

  • Download the document for more details.

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