Google Ads rolled out a beta feature that lets app marketers apply Seasonality Adjustments to Smart Bidding, giving advertisers more control during short, high-impact events like flash sales or product launches.
Why we care. App campaigns often see sharp conversion swings during promotions, but Smart Bidding typically learns reactively. This beta gives them the ability to proactively boost bids during predictable conversion spikes, ensuring they capture maximum value from short-term promotions and avoid leaving revenue on the table.
How it works:
- Works across all App campaign bid strategies.
- Best for short, intense periods (1–7 days).
- Not meant for minor fluctuations (Smart Bidding already accounts for those).
Bottom line. Advertisers now have a lever to prevent missed opportunities during critical promotional windows, making Smart Bidding more predictable when the stakes are highest.
First seen. This was announced by Qais Haddad, senior app growth manager at Google, on LinkedIn.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
