Seasonality can also affect campaign results

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When evaluating the results of your PPC campaign with automated bidding, don't compare its performance to the period before automated bidding was enabled, as these results may be affected by the current season . It's much more effective to compare your results to the same period a year ago.

Artificial intelligence needs enough data

Not all data may be included in the learning process
You may have had a day where your conversion nepal phone number data pixel wasn't firing properly , or you had an excessive number of conversions on one day due to a specific event that occurs once a year. You can exclude data from these specific days from processing so that it doesn't skew your machine learning data. You can find this option in the "Bid strategies" section under the "Advanced controls" tab. Here, in the "Data exclusions" tab, you can set which data should not be included in your results. However, be careful not to exclude data that isn't truly extreme . Objectivity shouldn't be biased to one side or the other.

Seasonal adjustments
The whole year is not the same. There are days or periods when people convert more than at other times, and at other times less. These are usually various holidays and events, such as Christmas, Easter, Black Friday, the beginning of the school year , and so on. During these periods, shopping behavior is different, which machine learning cannot recognize. Fortunately, Google Ads can solve this problem. Just enter a seasonal bid. These are temporary bid adjustments that take precedence over your bid strategy during the period when you expect a higher conversion rate. Google recommends using this seasonal adjustment if your conversion rate increases by at least 30% compared to your normal level during the year. A perfect example of this event is Black Friday, when many advertisers will see a sharp increase in conversion rates on this day. In such a case, a seasonal adjustment overrides your bid strategy for a predetermined period of time so that your campaign is able to capture this demand.