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Pmax seasonality experiences
Hi guys. It’s that time of the year and we are moving to fall and winter so wanted to ask how what kinds of experiences everyone had with getting pmax in winter mode. I’ll start.
I’m selling about a 1000 bucks sports product that people buy typically only once. It’s for summer spring fall but definitely not for winter/snow/cold weather.
I have started to see the sales drop to zero in New York which is the second biggest market, the other one being California.
The account has had pmax running since summer 2021 and looking at the data I saw that the sales in NY died the same time last year. Interestingly looking at pmax I now saw a previously green signal of New York turn to red but looking at the location spend it stills kept using 40% of the budget in NY. Last winter it had kept on spending 40% of the budget in NY thorough the whole winter (October-February) with 0 sales excluding Black Friday event.
Basically it looks like pmax sees that NY doesn’t sell anymore but refuses to stop spending in there.
So this year I decided to force it to stop spending in NY by excluding the location.
Let’s see how well it works. California and southern states buy the product all through the year and now it’s forced to spend in those areas.
Thoughts on this and how are your experiences so far with pmax seasonality?
Cheers!
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1 Reply
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This should work as long as there is search volume in the Southern states and that traffic can convert into paying customers. You still may need to lower spend because you reach the point of diminishing return for ad spend. For most clients, we might pull back on spend in low season and or shift ad spend to other campaigns and or ad platforms.
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The one PMax option you do have is location. 🙂
So add NY, CA, etc., largest markets, and bid adjust up/down based on seasonality. Or, exclude X locations all together through the down season.
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