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.