
Seasonality adjustments backfire on Black Friday
Our data says to leave it alone. At Optmyzr, we compared advertisers who applied seasonality adjustments during Black Friday–Cyber Monday against those who let Smart Bidding handle the week on its own. The results were clear. In 2024, across 5,886 accounts, the advertisers who used adjustments saw CPCs rise 34%, twice the 17% increase seen by those who didn’t. Their







