Data exclusion and seasonality adjustments in Google Ads can be your salvation in situations where your data measurement does not reflect reality. Have you had a measurement failure and your data is better than the real one? Or have you had a promotion and you expect the data to decrease or vice versa? Let’s see what to do with this data to optimize our campaigns.
Table of Contents
Where can we find these settings?
What are seasonal adjustments?
Understanding data exclusion
When can we use Google Ads data exclusion and seasonality India Mobile Database adjustments?
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Where can we find these settings?
In the Google Ads panel, go to the Tools and Settings menu and look for Bid Strategy.
Once inside, we will enter the Advanced Controls section and there we will find both the seasonality settings and the data exclusion.
Google Ads Advanced Controls
What are seasonal adjustments?
Seasonality adjustments allow us to anticipate expected behavior in campaigns in the short term. For example, we have had a promotion and now we expect a drop in conversions. With these adjustments, we can provide this information to the campaigns.
Another example is, if every weekend we have a drop in conversions, we can also make an adjustment of this type.
Google Ads Advanced Controls: Seasonality Settings
The behavior can be negative or positive , that is, we can use these settings for both conversion drop or increase behaviors .
Understanding data exclusion
This case is a little different from the previous one, since we are going to use it when something has already happened . For example, we have a measurement failure and we register duplicate conversions and the results are not real.
This will help ensure that our Smart Bidding campaigns do not have to use this data as a reference for optimisation. In other words, the data is not deleted from the platform.
Advanced Controls: Data Exclusion
When can we use Google Ads data exclusion Bosnia And Herzegovina Phone Number List and seasonality adjustments?
We may apply data exclusion when:
We’ve had measurement issues in the account, including duplicate conversions and losing all measurement.
We can use seasonality adjustments:
We have controlled peaks during the week where account performance drops.
Promotional periods when we expect an increase in conversions
Both seasonality adjustments and data exclusion are intended for short-term use because Smart Bidding itself is designed to detect longer-term behavior.
In both cases we can choose whether we want it to affect all the campaigns in the account or just a specific campaign, as well as the devices we want it to affect. And both are temporary measures to be used in the short term.
