Optimising your PPC advertising campaigns in line with seasonal trends is crucial for staying competitive and maximising returns. At certain times of the year, such as Black Friday, Christmas and Valentine’s Day, a unique opportunity arises for businesses to engage with consumers and drive conversions.
In this article, we’ll outline how to run a successful PPC campaign during seasonal periods, from utilising seasonal landing pages to updating ad copy and creatives.
What is Seasonal Advertising?
It’s no secret that your sales fluctuate at certain times of the year. Seasonality in PPC refers to the fluctuations in consumer behaviour and market trends at different stages throughout the year.
Some of the most common seasonal milestones observed by businesses include:
- Holidays: Annual calendar events such as Christmas, Halloween and Easter can drive increased demand for related products.
- Events: Events such as the UEFA European Football Championship might lead to increased searches for related merchandise or party supplies.
- Cultural Celebrations: Events such as Diwali or Lunar New Year can influence buying behaviours.
- Weather: As the seasons change, so do consumer needs. For example, the onset of winter may lead to an increase in searches for portable heaters and hot water bottles.
During these periods when consumerism is heightened, people are often more open-minded and ready to buy. This is the perfect time to showcase your brand to both new and existing audiences.
What Does a Successful PPC Advertising Campaign Look Like?
Planning a successful seasonal PPC campaign isn’t just about knowing when your peak times are, it’s about knowing how you can adapt your campaigns to capitalise on those seasons effectively.
A successful seasonal PPC advertising campaign will consider:
- Past Performance: Examine campaign data from prior years to identify trends and patterns. Focus on metrics such as click-through rates (CTR), conversion rates and return on ad spend (ROAS).
- Budget: Ensure you have sufficient funds to cover peak season traffic.
- Real-Time Performance: Continuously monitor campaign performance and make real-time adjustments to bids, budgets and targeting to determine which approach resonates best with your audience.
Seasonal PPC Campaign Tips
Just as retailers plan ahead during seasonal peaks, preparing well in advance is the best way to ensure your PPC campaign aligns with shifting consumer behaviours. It’s imperative to stay several steps ahead if you want to make the most of your budget and capture online shoppers' attention.
Some of our top tips for a successful seasonal PPC campaign are:
- Set Clear, Achievable Goals
The first step to planning a successful seasonal PPC campaign is setting clear goals. The focus should always be on maximising sales and revenue during peak times and keeping your brand at the forefront of your audience’s minds in off-peak periods.
Determining clear goals can help you identify how much time and effort you can afford to invest in your PPC advertising. - Adjust Your Budget Ahead of Time
To make the most of the period and their budget, businesses should always be thinking one season ahead.
As the season approaches, it’s a good idea to increase your budget incrementally. Allocate a larger portion to high-performing keywords with a proven track record of delivering optimal results during peak periods.
As the season comes to an end, gradually decrease your budget in line with demand. - Identify Relevant Keywords
Keyword optimisation is a critical component of any PPC campaign. Identify the specific words and search terms that are relevant to your products or services during peak seasons.
Ensure your PPC ad text is optimised with your keywords and reflects the seasonal offers or promotions you’re looking to push. - Update Your Ad Copy With Seasonal Messaging
Using seasonal messaging is just as critical as using relevant keywords.
If you want your ad copy to stand out, be sure to use emotive language that captures the reader's attention and encourages clicks! - Use Landing Pages
So, you’ve crafted eye-catching ads that your audience is interacting with, now what? The key to a successful PPC advertising campaign is ensuring your landing pages deliver what your ads promise.
Don’t make the customer search for answers. Your landing pages should feature all of the offers, promotions and products showcased in your ads. - Optimise For Mobile Users
It’s essential to optimise your seasonal PPC campaigns for mobile devices.
Mobile-responsive ads and landing pages are critical for capturing the attention of on-the-go consumers during the seasonal rush.
How to Run a Successful PPC Campaign: Adjusting Budgets for Seasonal Changes
Adjusting PPC budgets for seasonal changes involves several strategies. These include:
- Analysing Historical Data
Businesses should review past performance to predict high-demand periods and allocate a larger portion of their budget during these times. - Flexible Budgeting
By increasing their budget during peak seasons and reducing them during off-peak times, businesses can optimise spending. - Align Promotions With Your Budget
Synchronise your budget increases with seasonal promotions and sales events to maximise their impact. - Geographic Targeting
Allocate more funds to regions experiencing seasonal demand, such as promoting beachwear in warmer, coastal areas.
Enlist the Help of Our PPC Experts
At Vooba, we’re proud to be a multifaceted digital marketing agency. Our team of PPC experts are on hand to maximise the impact of your seasonal campaigns, crafting strategies that are tailored to your requirements.
To find out more about how can help you create powerful seasonal PPC advertising campaigns that truly resonate with your target audience, please get in touch. Email [email protected] or Call 01798 667167 to find out more about how we can help.
