Answers
How should budgets change with seasonality?
Move before the curve, not during it — and let the bidding learn at the higher level in advance.
The short answer
Move before the curve, not during it — and let the bidding learn at the higher level in advance.
Raising budgets in the middle of peak week means the bidding tries to learn a new spend level in the most competitive auction of the year.
Start raising two to three weeks out, in steps, so the account is already stable when demand arrives.
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