Season and holiday preparation

Busy seasons, such as the High Holidays, Passover, Black Friday or back-to-school, change how people search and buy. Budgets run out early, bidding reacts late, and seasonal changes are often forgotten afterwards. This playbook plans the season in advance and gives every seasonal change a set date to revert.

Steps

1. Review last year

   When demand started, peaked and ended, and which campaigns carried the sales.

2. Set the monthly target and pacing

   How much you're willing to spend this month, and how to spread it across the days.

3. Plan temporary budget increases

   For example, raise a campaign's budget by 30% until the end of the holiday, then return it to the previous value automatically.

4. Adjust the schedule

   Holiday eves and the holidays themselves may need different hours, or a full pause.

5. Consider a seasonality adjustment

   For Smart Bidding, on short events when you expect conversion rates to change sharply.

6. Check stock and offers

   Ads, landing pages and feed prices should reflect the seasonal offer, and end when it ends.

Who does what