A great tool to help troubleshoot any speed deficiencies on your site is Page Speed Insights. With this tool, you can find out which pages on your site are slow for mobile or desktop, then address specific problem areas to speed them up.
Seasonal ppc - google ads page speed insights
6. Align your budget with your goals
If the seasonal trend you’re about to experience is one where business accurate cleaned numbers list from frist database slows, you might not need to adjust your Google Ads budget. For example, over the holidays, my B2B accounts usually slow down quite a bit, but we don’t lower the budget for a couple of reasons.
First, we’re likely not going to spend the entire
Budget anyway, so there’s no real risk of leaving it. Second, the people who DO convert during that time are usually pretty motivated. If you’re researching new software for your company in the week between Christmas and New Year’s, you’re likely up against some sort of annual renewal and need to make a move quickly.
But for other accounts where volume scales up, sometimes by multiple folds, not increasing your budget could mean that you miss out on incremental traffic and maybe not take full advantage of your promotional period.
Google Ads daily budgets do take into over your daily budget on strong days. But if your promotional period is multiple days, you’re likely going to be spending too hot and since the algorithm is going to try and balance out to a monthly average, you’ll almost certainly miss out.
seasonal google ads budget report
If you’re using Smart Bidding and your seasonality is a short burst of large performance swings, like a 25% or more increase or decrease in conversion rate, you can use a feature from Google called a Seasonal Adjustment.