Marketing Calendar
Ad platform planning for seasonal events.
Every moment on the calendar has its own dates and its own audience. What the ad platforms say about bidding through a peak is the same for all of them, so it is here once rather than repeated on every page.
What Google documents
Each line below is Google's own wording from its Ads Help pages, with the link. Nothing here is a result or a benchmark; it is what the platform says to do, and when.
- Google says not to reach for a seasonality adjustment by default: Smart Bidding already manages seasonal events, and the adjustment is for when you expect a major change in conversion rate, not for a busy period. Google, About seasonality adjustments, Google Ads Help
- Where an adjustment is warranted, Google scopes it to a short burst rather than a season: seasonality adjustments are ideal for short events of 1 to 7 days. Google, About seasonality adjustments, Google Ads Help
- Google's own retail-holiday guidance includes the step most accounts skip: after the holiday, reassess ROAS targets against post-holiday expectations and remove promotions that are no longer relevant. Google, Effectively use Smart Bidding with Shopping and Performance Max campaigns, Google Ads Help
How to use this with the calendar
Start from the moment's own page: the date, the suggested planning window and the rules for that country. Treat Google's guidance as the default for the bidding side, and change it only when you can say what will change in conversion rate and for how long. A busy period on its own is not a reason to adjust.
Your own account history for the same weeks last year is better evidence than any default on these pages. The calendar tells you when the day falls and who has to be in the auction; it does not predict what your costs or conversions will do.
Where to go next
What changed this month
A campaign planned in September and launched in October runs on whatever the platforms shipped in between.