What Optmyzr’s Three-Year Study Reveals About Seasonality Adjustments During BFCM

Every Q4, the same message shows up in our accounts:

“Use seasonality adjustments to get ready for Black Friday and Cyber Monday.”

On paper, it sounds reasonable. You expect conversion rates to rise, so you give Smart Bidding a heads up and tell it to bid more aggressively during the peak.

Optmyzr’s latest study puts a pretty big dent in that narrative.

Over three BFCM cycles from 2022 through 2024, Fred Vallaeys and the Optmyzr team analyzed performance for up to 6,000 advertisers per year, split into two cohorts: those who used seasonality…