Let us take a closer look at the step where we define various seasonal events to be considered for optimizing the budget plan.
Seasonality
The purpose of seasonality is to help during key annual sale events when the user traffic is high. These key events are occasions wherein you expect an increased customer purchase activity and hence expecting an increase in customer spending you set aside a certain amount of money.
The seasonality events can be defined from the section shown here.
The section helps in defining the seasonal event name , its scope of performance, time period during which it remains activated, and percentage/absolute value of the total budget to be allocated for the event.
The graph shows the budget allocation across time periods spread in form of peaks and troughs. The peaks and troughs show the increase and decrease in spend respectively.
Based on the historical data across Days/Weeks/Months Seasonality, and CPC throughout, the budget allocation is defined across.
The budget allocation for a day is shown below for the entire business.
Once all events have been defined, click Next to proceed.
