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Capturing Seasonal Audiences with Google AdWords

What is a Seasonal AdWords Campaign?

Which holidays are the most important for your business? Maybe it’s Christmas, Valentine’s Day, or even Small Business Saturday. It is important to keep in mind that seasonal businesses do not necessarily revolve around a particular holiday but are only profitable during specific times of the year.

Identifying seasonal patterns and how the audiences work within them is essential to making the most of your marketing dollars. For any seasonal campaign on Google AdWords, understanding the tools at your disposal is the key to profit.  

An AdWords campaign is usually made up of different ad groups all selling similar items or services. Each individual ad group uses different text based on keywords that a person may type in as a Google search query. With a seasonal AdWords campaign, marketers can create specific campaigns around a season, holiday, or special event within their company.

Seasonal AdWords Campaign Tips

Google owns some of the most helpful tools that can greatly improve your ad campaigns and ensure a higher chance of success for your company’s seasonal business.

Learning How Your Customers Search

In order to best capture your seasonal audience, you need to first understand how and when they search for your business. You don’t need to pay for expensive market research, instead use Google Trends to identify important information such as where most searches for your product originate or what time of year users begin their searches. You can even compare search terms to learn what keywords you should be targeting.

Scheduling Ads

Once you have identified some of the search patterns of your customers, begin crafting your campaigns so that your ads appear and disappear at the most advantageous times. With AdWords’ easy ad scheduling features you can build a campaign, set a beginning and end time, and set the days and times you want your ads to show. Once you’ve learned how your customers search, it’s essential to make your ads reach them at the best times. Don’t waste your marketing money when the season is over.

Designing Ad Customizers that Create a Countdown Incentive

Perhaps your season is about to finish but you still have some last minute inventory that you would like to move. It may be time for a sale or clearance event. Instead of having to change your entire campaign settings, you can promote a timed sale by using ad customizers to create a countdown parameter that lets your customers know they need to jump on that sale fast!

Tracking, Tracking, Tracking

If you own any kind of seasonal business, you understand the pressure of having a limited amount of time to make your profit. Be sure to have Google Analytics and conversion tracking implemented on your website and campaign. For more information on Google Analytics, read our blog post here. The information you gain from one season will help you next season make more profit and more happy customers.

Seasonal campaigns have the potential to make or break a business. By using AdWords effectively, you can turn a slow quarter into a successful year.

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