20. Seasonal & Event Planning¶
This cluster contains 3 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.
Pages in this section¶
- [[20.1 Prime Day Playbook]]
- [[20.2 Q4 / Holiday Playbook]]
- [[20.3 Other Key Dates]]
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Seasonal PPC is planned in phases: before the event, during the event, and after the event.
Prime Day playbook¶
Pre-event: increase budget moderately, test keywords, confirm inventory, and prepare campaigns.
During event: raise budgets and bids only on campaigns that can convert and have inventory. Watch spend several times per day.
Post-event: taper budget instead of cutting instantly. Late shoppers, carts, and delayed attribution still matter.
Q4 and BFCM¶
Black Friday, Cyber Monday, and Q4 require inventory-aware bidding. If stock is low, throttle bids to avoid selling out too early. If inventory is high, push proven campaigns harder.
Other peaks¶
Back to School, Spring Cleaning, Mother's Day, Father's Day, Valentine's Day, and category-specific events should have their own prep calendars.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.