Do You Separate Event Traffic From Evergreen Campaigns?

Sports events, sales and seasonal spikes can change user behavior overnight. Do you build separate campaigns for these periods, or keep everything inside the same setup?

I prefer keeping them separate because event traffic behaves differently. It gives me more control over budget, targeting, creatives, and optimization during short term spikes.

i'd separate it when the event is large enough to materially change user behavior. otherwise you can end up “learning” from a temporary spike and then applying those decisions to normal traffic after the event disappears. keeping it separate also makes it much easier to compare the event economics against the evergreen baseline afterward.