Optimize Paid Campaigns for Seasonality :
Analyzing the impact of seasonality is crucial for successfully managing your paid search campaigns. Understanding seasonality enables the advertiser to plan and execute different strategies. Here are some guidelines on how to optimize your paid search campaigns for seasonality.
Use Multiple Sources to Acquire Data about Seasonality
It is very practical to ask your existing clients if they are aware of any seasonality trends. This information could be further used in Google trends. Google trends is a simple tool offered by Google that enables the user to analyze different search queries. These queries are based on several factors such as date, region, language, and other similar factors.
- Select a few terms– branded and non-branded that are relevant to your advertising campaign. Then, use Google trends to keep an eye on these terms. Check if there are any remarkable peaks or drops in the usage of the terms that have been selected for analysis.
- Partnerships with Google and Microsoft are essential for the next steps in the process. The industry benchmarks of the client’s competitors can be easily analyzed through partnerships.
- A vertical breakdown of the performance can be implemented using these tools. The performance will be based on factors such as device, demographics, and the time of a year. Using these factors for analysis ensures that you do not miss out on any opportunity.
- The aspect of seasonality goes further beyond seasons such as summer, fall, spring, winter, and holidays. For search engine marketing and insights in social media, these are merely points of time for the compilation of insights.
It is not at all recommended to bid on online ads based on the conversion data only from your past 30 days. The alterations that happen monthly, daily, and weekly can be analyzed by digging further into your sales history. A favorable PPC management strategy can be developed by micro segmenting your PPC data.
Finding Out PPC Seasonality
Very often many online marketers are confused about whether the changes that occur in their sales are impacted by seasonality or not. Conducting a seasonality performance test also enables you to determine if the changes that showed up in the sales are the results of seasonality. There are reports that are capable of pointing you in the right path. They are:
- View by month report by AdWords
- GA custom report
View by Month Report by AdWords
View by Month Report provided by AdWords is a good resource for getting an overview of your volume and budget. This allows the marketer to adjust the budget accordingly.
Custom GA Report
There is an effective and handy custom generated report that can be downloaded and used by Commerce companies. This custom GA report plots the amount spend on AdWords against the total revenue of the company. This custom GA report is also highly recommended if the company spends a good portion of their budget on Google AdWords. Diversify and generate engaging advertising content to keep up with the seasonality changes. Generate fresh and relevant ads to stand out in the fiercely competitive market.
