Tuesday, November 25

🌟 Today’s Highlights:

• Facebook is adding Reddit-like nicknames for Groups

• ChatGPT is adding more images to its answer results

• This is the tool I’m most thankful for this year

• 📊 Stat of the Day: 97% of global retailers continue to pay for clicks on unavailable products, often for 24-48 hours. (Source: ShoppingIQ)

• 💡 Today’s Insight: Why advertisers shouldn’t use seasonality adjustments for Black Friday and Cyber Monday

🦃 This Year, I’m Thankful for a Seamless Martech Stack

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⚡️ Today’s Headlines ⚡️

🥸 Facebook launched nicknames for Groups. The Reddit-like feature allows users to post under a custom username instead of their real name, providing an alternative to posting anonymously.

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🎥 Instagram is rolling out updates for the Reels camera. The update makes it easier to capture and edit clips in-stream for on-the-go posting with longer video capture (up to 20min) and an ‘undo’ option to remove clips.

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🖼️ ChatGPT is adding more images to answers. The visual upgrade takes the OpenAI chatbot from simple answers to a more search-like experience with web-sourced images appearing next to the most relevant text.

💡 Today’s Insight 💡

Why advertisers shouldn’t use seasonality adjustments for Black Friday and Cyber Monday

🗞 TL;DR - Google’s Smart Bidding’s seasonality adjustments are intended to help advertisers easily scale advertising efforts through its models anticipating predictable retail spikes. But a recent analysis of tens of billions of impressions across two years of advertising data found that advertisers who skipped seasonality adjustments consistently performed better on efficiency metrics.

💡 Insight - The study from Optmyzer found that without adjustments, Smart Bidding identified the BFCM conversion lift on its own, raised bids rationally, and kept ROAS stable (even improving it in 2024). With adjustments turned on, CPCs surged much faster than actual conversion rates, thus eroding efficiency.

The problem is that seasonality adjustments tell Google to bid harder when conversion rates are expected to rise, but Smart Bidding takes it literally and overshoots.

Here’s when you should be using seasonality adjustments: one-off flash sales, email-only promotions, surprise clearance events, or niche seasonal spikes.

And when you shouldn’t be using seasonality adjustments: Black Friday, Cyber Monday, Christmas, Valentine’s Day, or any event with years of predictable history.

The moral is: trust the algorithm and use guardrails, not overrides. Tools like anomaly alerts, pacing monitors, and bid caps are a way to provide control without fighting Smart Bidding’s capable core models.

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