PPC for Seasonal Business
So the ‘Spring’ is coming to an end and the assault of the Winter is about to begin. Since winter is knocking at the door, it is quite evident that people will be spending more money on jackets, scarves and other types of warm cloths than on sunscreen etc. For those who are into marketing, new season always throws up new challenges as well as new opportunities.
However, for some business organizations nothing really changes. Say for example, if you are selling baby food, the changes in season has nothing to do with your business model, however, if you are selling products like bikini or jackets, you need to get yourself prepared for the seasonal demand otherwise you will not be able to make the most of the opportunity.
Those who are managing and maintaining Adwords accounts for seasonal businesses, starting of a new season means a lot of activities. As brands gear up to spend more money on online marketing, Adwords Specialists have to come up with creative marketing strategy to ensure that they make a roaring trade in term of the total number of sales and revenue.
Now, if you are clueless as to what changes you should be making in your Adwords account, don’t worry as here we are going to guide you through the process –
Create Fresh Ad-copy
There are some lazy marketers who use the same and boring ad copy every year. Of course, creating new ad takes a lot of time and effort. But that should not dissuade you from creating eye catching and creative banner, ad copy for your ongoing Google Adwords campaign. Rather you should be spending time to create custom ads that capture the essence of the season. Say for example, if you are planning to run an ad copy for cold drinks, your ad copy should reflect that the warmth of the summer. You might consider using terms like – light, refreshing, fresh etc to grab the attention of the targeted audience.
Do some Cleaning
You will always find some ad groups are not performing well. You will find some keywords that are not generating any impression or some ad groups that never receive any clicks. And you if you dig down deep a little, you will be able to realize the fact that there are some keywords that are not contributing to the conversion rate at all. You need to download the Search Query report and then try to find out the keywords that are not helping the cause of your Adwords campaign. Your Adwords campaign needs a little bit of cleaning otherwise your attempts to revitalize it will not yield any effective outcome.
Use Cool Colors for Banner
If you are spending money on display network, make sure that the color scheme of the banner oozes out the essence of the season. For example, if you are selling warm cloth and your target season is winter, the color scheme of your banner should be white or gray. However if you are planning to target summer season, your banner should reflect the following colors – brown, red or orange. These are small changes but they can do wonder with your Adwords account.
Be Ahead of the Time
You need to understand that those who are planning to buy seasonal products will start planning in advance. Therefore, you need to start displaying your ad before the season starts. Get into the thick of things before your competitors start giving you a hard time on Adwords. People start making search for seasonal items prior to the season as they intend to buy those items. So, you need to get your act together and try hard to capture the attention of these seasonal shoppers.
These tips may appear simple to some but it is a fact that some marketers do make mistakes when it comes to form a perfect plan for seasonal campaign. Hopefully with these aforementioned tips, you will be able to come up with a strong plan for seasonal marketing campaign.