Joshua Schafernak is a SEM/PPC Analyst at Dealer Product Services. Before working at DPS, Joshua spent several years as a SEM/Web Content Specialist. In his personal life, Joshua enjoys video games, science fiction/fantasy, graphic novels, comedy, music, weightlifting, creative writing and vegetarian cooking.

Taking Advantage of Seasonality in PPC

Seasons

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.

Continue reading Taking Advantage of Seasonality in PPC