Google launches seasonal bid adjustments for app campaigns

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.