Seasonality affects most businesses, hence it’s important for paid search marketers to keep seasonality in mind when planning PPC strategies and budgeting. Below are some ways to take advantage of seasonality when planning a campaign:
- Bid on relevant seasonal keywords
- Write seasonal ad copy
- Think about how seasonal weather affects your campaigns
- Use industry trends/historical data when planning campaign strategy
Bidding on relevant holiday keywords and writing holiday specific ad copy can be a great way for some businesses to take advantage of seasonality. A flower company running ads in early February would likely see higher CTRs by creating Valentine’s Day-specific ad copy than they would if they just ran broad flower related ads. Keep in mind that relevant and timely ads resonate with consumers.
Seasonal weather can affect campaign performance. For example, car dealerships can take advantage of the winter season by running ads specific to winter tires, rather than just writing broad ads about tires. However, not all parts of the world or even the country experience winter the same way. A winter tire campaign or ad group makes a lot of sense in the snow-covered lands of Chicago. Conversely, a winter tire campaign wouldn’t get much traction in Florida. Also, a winter tire campaign is obviously going to get more traction in the late fall/early winter months compared to the summer months.
Identifying seasonality trends
Industry trends and historical data give paid search marketers valuable insight into how seasonality affects search traffic volumes. For example, let’s say I ran an eCommerce site where I had complete control of the yearly campaign budget and historical data suggested August had significantly higher traffic volumes and cheaper conversions than any other month.
In that situation, I would likely allocate a higher budget for August than I would for months that historically didn’t perform as well as August. Of course, not all industries and businesses are the same and this strategy wouldn’t make sense in all cases. The bottom line here is that historical data and industry trends are valuable tools in the paid search marketer’s toolbox – especially in regards to seasonality.
Seasonality is something all paid search marketers should recognize when planning campaign strategies, even the most seasoned PPC veterans.