How To: Maximize Your Search Campaigns for Seasonality

It’s that time of year again, business owners are shifting focus away from consumers’ everyday buying habits and making room for anything and everything that pertains to the holiday season, from Small Business Saturday through New Year’s Day specials.

How Does Seasonality Impact Search Campaigns?

We can define seasonality as a foreseeable change that occurs during a given period. Marketing experts make it their responsibility to comprehend those changes, including learning about the consumers that search a given target market and the upward and downward trends in search results. Having this information enables marketers to predict which terms and keywords are being searched the most during a particular season.

By adjusting online advertising campaigns according to the way users interact with search engines during peak seasons, business owners can optimize their campaigns to run more efficiently, thus earning more revenue for their business. Depending on the specific holiday or given event, marketers can begin relying on those topics to trend in search results and on social media. During that time, consumers tend to inquire about those topics more often.

Here are some things you can do to take advantage of seasonality for your paid search campaigns:

1. Build a List of Your Seasonal Keywords & Search Terms

In order to remain a leader in the seasonal circus, it would be effective to start with a list of keywords and search terms pertaining to your seasonal promotions and events you will run throughout the holiday season. Google AdWords’ example mentions a scenario like this. In January, while going back over his campaign, Chris notices that the keyword “Christmas Eve dinner” was particularly effective compared to “Christmas menu NYE” and led to 76 contacts from potential customers. When he begins thinking about his New Year’s Eve campaign, based on this experience, he decides to bid higher on “New Year’s Eve dinner” than on “special Christmas menu.” The more time you allow yourself to build up search terms and improve your keyword ranking, the more secure your position will be during the peak holiday season.

2. Use Google Keyword Planner to Determine Peak Terms

Like many aspects of life, keywords have their peak seasons too. For some categories, this might seem obvious, but for others, you can help determine which terms peak during specific seasons using the Google Keyword Planner. This tool is great for assisting with keyword selection. It will show levels of interest among specific keywords during a specific period, such as the winter holiday season. You can then compare these search terms and keywords amongst others to determine which ones will be most likely to convert. This free tool can be a great resource to experiment with different seasonal terms and keywords to determine which combination will be the right mix.

3. Implement a Content Marketing Strategy to Boost Keyword Effectiveness

Blog posts on your website are another great method of implementing your keyword strategy. By including exclusive and relevant content about your unique holiday specials and promotions, you will help generate and maintain consumers’ interest. Make sure to include your keywords in the list that you prepared to boost your quality score and relevance. If you keep your blog fresh and up to date, you will remain current while at the same time improving your chances of appearing in SERPs for your keywords.

4. Monitor Your Keyword Performance & Make Adjustments

Another important step is monitoring the results of your paid search campaign. Be sure to track the activity of your keywords and make bid adjustments as needed. After optimizing your search terms accordingly, you can then reassess your strategy before the event or peak holiday season to see if any other modifications should be made in order to gain keyword visibility. Google checks over any given website roughly once every 14 days, so it may only assess and evaluate your tactics a handful of times throughout the holiday season. This is why it is so important to make your efforts count.

All industries have their peaks and fluctuations in seasonality. You can usually find some level of seasonality in the demand for the services you are providing. Whether you choose to advertise using SEO, SEM or even Facebook, by capitalizing on seasonal terms and keywords in your campaigns, you are sure to create a cost-effective marketing strategy.

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Tara Turner

With over four years of digital marketing experience, Tara is very involved in her clients' portfolios and enjoys aligning new strategies to further develop their brands. She is also a firm believer that a successful marketing campaign for her clients will lead to a positive experience for ReachLocal. Tara earned her B.A. in Marketing from Texas Tech University and is currently certified in Google AdWords as well as Bing. She continues to grow and develop her career at ReachLocal.

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