Setup Your Pay Per Click Campaigns Properly for the Summer
Tags: adwords optimization, pay per click optimization, ppc optimization, search engine marketing, SEM
Summer’s just around the corner, and it’s time to plan your pay per click strategies to make the out of it. If your business is affected by seasonality, then it’s important to plan out a strategy before hand to capture the extra traffic during that specific period of the year, or better yet, convert that traffic into profit.
We have a client that offers live-in nanny placement service to most of the provinces in Canada. To him, a conversion is when someone registers with the website and inquire about his service. Throughout the year, the amount of traffic and conversions are pretty consistent from month to month, but starting in mid-May, the number of registration has increased, and the number has almost doubled in June. Even though there is no exact science to explain why there would be an increase in demand for nannies in the summer, but the data definitely shows a positive correlation. If I really have to assume a reason, then it’s probably because kids get 3 months off from school in the summer, and working parents need to find nannies to take care of their kids while they are at work.
The above example points out a few things to watch out for when your industry is affected by seasonality.
1.) If you know there will be an increase in demand during a specific period of the year, you should adjust your bids accordingly to capture the extra impressions.
2.) Make sure this extra traffic is in fact from your preferred audiences. For example: our client offers live-in nanny placement service, but the increase in demand are most likely looking for temporary live-out nannies for the summer. Even though the number of registration has gone up, that just means our client has to spend extra effort going through all the inquiries without actually getting any new leads.
3.) Have more targeted ads to pre-qualify visitors.
4.) If you haven’t invested the time to identify negative keywords, now it’s the time. Imagining promoting gift baskets using pay per click advertising during Christmas time, if you don’t filter the unwanted traffic, your budget will be drained in no time.
Fully utilizing the effect of seasonality is a great way to make extra revenue for your business, and when done right, it can even take your business to the next level.
Pitstop Media offers ROI based internet marketing services. If you need help with PPC management or PPC optimization please contact us for a free, no obligation quote. We’ve helped companies reduce their paid advertising cost by as much as 48% and increase AdWords conversion rates by as much as 410%. See our internet marketing case studies.
