Nayan

Freelance Data Specialist

Verschelden BV

Data Specialist

comma

Freelance Performance Marketeer

Kennisjobs

Freelance Marketing Manager

Be Yourself ™

John Cockerill

Wind Turbine Technician

Actum Services

Mechanic

As a freelance tracking specialist, I help businesses with their web tracking & data visualization.

I graduated with magna cum laude for my master's degree in industrial engineering electromechanics from University Ghent, where I developed strong analytical, problem-solving, and technical skills.

I started out as a performance marketeer, so I know very well what is important to track for ppc & social ads specialists.

Lowie Verschelden

Prominence | Ad Agency

Founder & Chief Strategist

Michael De Boeck

I help business accelerate their revenue growth through data-driven advertising methods on the Meta & Google advertising platforms. I aim to use sound, timeless marketing principles mixed with modern, data-based opportunities to create the best return on investment for your marketing budget.

I do this primarily, as mentioned through the platforms of Meta and Google, but I am not inexperienced when it comes to e-mail & sms marketing, landing page optimisation and full funnel design.

Freelance Digital Marketeer - Digital Advertising

Google Ads Devotee | 10M+ in ad spend | Stop losing profit on P-Max | Founder & PPC expert @ Prominence

So many e-commerce brands will lose profit next week due to their Google Ads seasonal adjustments...

I have been debating this topic a lot lately - both internally & with other PPC leads - and this is my current take:

The biggest winner when using a seasonal adjustment is... Google.

Here's why:

Without getting too technical, when you use a seasonal adjustment, you let Google know by how much it can inflate your bid because you are expecting a higher CVR.

Here's why that's a problem:

1️⃣ BFCM margins: usually, BFCM contains your deepest discounts, which means your baseline gross margin profile is compromised to begin with.

2️⃣ You need the Higher CVR: If you want to make up for lower margins, you need more volume, preferably at a better CVR, to hit your contribution margin targets. By using the seasonal adjustment, you might undo these uplifts.

3️⃣ Bids vs Traffic: We did an MCC-level analysis on accounts with seasonal adjustments for BFCM 2024 with a YoY comparison. Traffic did not increase to the same degree CPCs increased so you are paying more money for the same clicks.

We have put this to the test during Singles Day for some of our biggest Google Ads clients... These were the results:

> CPCs flat year-on-year
> ad spend & traffic up 15% YoY (despite using a seasonal adjust last year)
> revenue up 21% on average YoY
> Contribution margin up 29% on average YoY

Conclusion:

I am not saying you shouldn't use a seasonal adjustment this BFCM, but think twice about why you are using it and if it makes sense for your business. Run the numbers and take your offer into consideration. Do you actually want to tolerate a higher CPC?

Would love to know what some big names in the PPC community think about this topic:
John Moran Miles McNair Bob Meijer Boris Beceric ✅ Alfred Simon Jyll Saskin Gales Ryan Baker Adriaan Dekker Frederik Boysen

#googleads #ppc #shopify #ecommerce #facebookads #adwords

Profit-Driven Performance Marketing | Chief Strategist @ Prominence | 20M+ In Ad Spend | E-commerce Growth Specialist

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Lowie Verschelden

Michael De Boeck

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The Battle

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Michael De Boeck

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Michael De Boeck's LinkedIn Performance

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