![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2020\/01\/seasonal-marketing-strategies.png\")
<\/div>\nBy following the strategies outlined in this article, you\u2019ll be able to increase your sales for seasonal campaigns:<\/p>\n
1. Qualitative Learning<\/h2>\n
Qualitative learning helps your buyers understand what drives them to purchase items during a particular season, like Christmas or Summer holidays.<\/p>\n
You can use this technique to communicate with your customers who have purchased during peak season. Ask them what they were doing off-season. Then, speak to customers who bought items throughout the off-season. These responses should generate ideas.<\/p>\n
2. Quantitative Learning<\/h2>\n
Depending on the time of year, seasonal businesses generate different conversion rates. If more users are searching for a specific product, they’ll have more search intent, which will increase the conversion rate at some level.<\/p>\n
Competition increases during busy seasons for seasonal businesses. For proper revenue and cost forecasting, you should account for this increased competition.<\/p>\n
Furthermore, customer lifetime value varies depending on the services and products you offer in each season. As a result, quantitative learning is often vital in gaining the insights you need for a successful seasonal campaign.<\/p>\n
3. Planning and Execution<\/h2>\n
With your basic research done, you have the groundwork ready. After that, there is a lot you can do to improve your chances of success. Here are some things you need to keep in mind when planning and executing a seasonal campaign.<\/p>\n
Launch Your Campaigns Before the Seasons Hit<\/h3>\n
A successful PPC campaign typically isn’t built overnight. Many require time for keyword and bid strategy fine-tuning, so it’s best to start early. This early start will help you gain more exposure. It also takes a bit of time to approve the campaign. For instance, if you’re creating a campaign for “Black Friday,” start it earlier than November as Google will need to approve the campaign ahead of time.<\/p>\n
Re-activate Paused Keywords<\/h3>\n\n- There’s a high chance you’ll need to pause specific keywords as they weren’t profitable during the off-season. For example, the keyword “Christmas.”<\/li>\n
- However, during the high season, this will likely change.<\/li>\n
- Identify these keywords by changing your date range, then filter for all paused keywords and ad groups.<\/li>\n
- If certain products are still selling, there’s a high chance it will be profitable during high season.<\/li>\n<\/ul>\n
<\/p>\n
Use Retargeting<\/h3>\n
Season campaigns that come with retargeting strategies always have enhanced results.<\/p>\n
For instance, if your summer campaigns had high conversion rates and you’ve generated your loyal customer list from it, you should target those customers throughout your winter campaigns to see if you get the same positive results.<\/p>\n
Combined Audience Targeting for Increased Results<\/h3>\n
Target customers who are interested in purchasing seasonal items through combined audience targeting. For increased audience relevance, exclude certain people.<\/p>\n
For instance, a campaign for “Christmas Gifts” with combined audience targeting allows you to target customers interested in Christmas gifts, to begin with, while excluding buyers who are traveling abroad over the holidays and therefore don’t intend on buying much.<\/p>\n
Tailor Your Content With Seasonal Messages<\/h3>\n
Most purchases during seasonal holidays revolve around finding the perfect gift. Usually, buyers know what the recipient is like and how old they are, but it\u2019s difficult to know what to buy them.<\/p>\n
Common phrases to add to campaign content are:<\/p>\n
\n- Limited Time Offer: Buy One Get One Free!<\/li>\n
- Running Low: Buy Now!<\/li>\n
- Christmas Special<\/li>\n<\/ul>\n
Changing ads to speak to your potential customers\u2019 mindset is ideal. Display a sense of urgency to help them along with their seemingly big purchasing decision.<\/p>\n
Advertisement Countdown<\/h3>\n
The countdown feature in Google Ads<\/a> is a must-have as it automatically creates a countdown that produces this sense of urgency among potential customers.<\/p>\nTwo situations that work best during high season:<\/p>\n
Last Chance for On-Time Packages – <\/strong>If you have an e-commerce store, you should have a final day for shipping packages to arrive at customers on-time. Including a countdown such as, “Purchase within two days to get before Christmas” will work wonders.<\/p>\nSale End Countdown – <\/strong>This is a common use for countdown customizers. If used right before a sale ends, it can lead to a significant conversion and sale increase.<\/p>\n![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2020\/01\/1.significant-conversion-and-sale-increase.png\")
<\/div>\n <\/p>\n
Increase Visibility With Ad Extensions<\/h3>\n
Ad extensions don’t come with additional costs. However, they can bring in higher CTR and land more clicks with a lower CPC. Depending on your products and targeted customers, the following options could be useful:<\/p>\n
\n- \n
\n- Call Extensions<\/strong> allow users to call your store. This may increase relevant leads.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/12\/25.)
<\/div>\n <\/p>\n
\n- \n
\n- Location extension<\/strong> displays your location. These extensions are specifically useful for local queries.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/12\/34.)
<\/div>\n <\/p>\n
\n- \n
\n- Sitelink extension<\/strong> that directs prospects to additional pages on your site.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/12\/22.)
<\/div>\n <\/p>\n
There are more ad extensions available and main benefit of ad extensions is to catch the more focus of customer towards the ad.<\/p>\n
Dynamic Ad Feature<\/h3>\n
The Dynamic Ad feature<\/a> helps market ads effectively. All you need to do is include seasonal additions to your site. Then, based on users’ search query intent, Google will crawl through your website and generate headlines and the landing page dynamically.<\/p>\nFor instance, if you’re creating a campaign related to Christmas, you should include relevant content on your site. This is because Dynamic Ad feature isn’t based on keyword selection but relevant search results.<\/p>\n
Increase Your Ad Spending<\/h3>\n\n- Throughout the high seasons, your ads will convert better.<\/li>\n
- This increases competitors’ conversions, as well. When an advertiser experiences better conversions, two scenarios happen. First: they start actively bidding higher to take on a more significant portion of the market share. Secondly: their system will automatically bid higher as they see ROAS increasing.<\/li>\n
- You should also up your bids 2-3x or more for product-specific queries. These actions should fall in line with your ROAS.<\/li>\n<\/ul>\n
In summary, make sure to plan ahead for your seasonal marketing strategies to take advantage of the holiday search query increase. Observe your historical performance to determine when your traffic peaked, then raise your budget caps (especially when using Target ROAS Smart Bidding or Smart Shopping) to capitalize on this demand. Time-of-day bid adjustments should be enabled to display ads throughout the hours with the most traffic.<\/p>\n
Google Automated Bidding For Season Control<\/h3>\n
You might often have a question when you should you use automated bidding<\/a> so seasonal campaign is one of the answers. Google\u2019s machine learning program for paid search bid automation is Smart Bidding.<\/p>\nMarketers and advertisers can set Smart Bidding parameters to support their conversion goals. This setup helps maximize conversions and generate a specific cost per action. It can also manage keyword search volume by locations all year-round.<\/p>\n
The result many marketers find is bid optimization and more time for marketers to work on other factors besides manually adjusting seasonal changes in their campaign.<\/p>\n
Make Use of Seasonality Adjustments<\/h3>\n
Seasonality adjustments inform Smart Bidding of any expected conversion rate changes for future sales or promotions. As an advanced tool, these adjustments work well for shorter events (1-7 days). However, they may not work as effectively for extended periods (anything over 14 days).<\/p>\n
For instance, if you expect an increase in your conversion rates by 50% throughout your Christmas sale, you can simply create a seasonality adjustment that automatically increases your conversion rate by 50% during those specific days. By the end of the promotion or sale, Smart Bidding automatically readjusts to pre-sales behavior without any additional changes.<\/p>\n
This option is available only for Display and Search campaigns. However, Shopping campaign support is expected to be released later in 2020.<\/p>\n
Make Your Landing Page Valuable<\/h3>\n\n- \n
\n- Emphasize Time-Sensitive Ads – <\/strong>If your paid ads remind shoppers about your year-end sales, you need to display this sense of urgency on your landing pages as well.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2020\/01\/2.effective-seasonal-marketing-strategies.png\")
<\/div>\n <\/p>\n
\n- \n
\n- Prominently Display Promotions and Specials – <\/strong>If you\u2019re focused on text ads that communicate certain promotions, make sure they\u2019re visible on your landing pages as well.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2020\/01\/3.seasonal-marketing.png\")
<\/div>\n <\/p>\n
<\/p>\n
5 Tips For Your Landing Page<\/h2>\n
As your landing page is so crucial, we\u2019ve decided to go the extra mile in this post so that you must know what is required to make good landing page<\/a>. Here are some practical tips you can take on board when you\u2019re creating your landing page for your seasonal campaign.<\/p>\n![\"seasonal](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2020\/01\/4.seasonal-marketing.png\")
<\/div>\n <\/p>\n
Include a Clear Conversion Path<\/h3>\n
If you have an e-commerce business, your order form should be one click from a product. For service-oriented businesses, feature a conversion form immediately on your landing page. A system that requires more than a few clicks to the point of conversion will increase your bounce rate.<\/p>\n
Ease of Navigation for Relevant Content<\/h3>\n
Online businesses need to make it simple for users to access information that gives them more information to find more targeted offers or content.<\/p>\n
Seasonal Themes<\/h3>\n
Include landing pages that include holiday-specific themes and images.<\/p>\n
Social Media Engagement<\/h3>\n
Before your seasonal marketing campaign launches, leverage your social media marketing. This includes spending time creating social posts all year-round. This generates interest around your products. Consider these strategies:<\/p>\n
\n- Posting attractive, professional graphics for more likes and customer attention, therefore boosting your chances of appearing in other feeds and increasing visibility.<\/li>\n
- Create quality promotional videos<\/li>\n
- Engage with your customer base by asking them questions or conducting polls before the season begins.<\/li>\n<\/ul>\n
<\/p>\n
Offer Customers a Limited-time Discount and Personalized Experience<\/h3>\n
One of the great things about seasonal campaigns is that they allow you to focus on reliable customer emotions and needs. Create a personalized experience for your customers on your landing page and switch your logo to match the season. Keep in mind your customers’ pain points and develop methods to make stressful holiday shopping experiences more enjoyable. Lastly, maintain a friendly tone throughout your promotions.<\/p>\n
Testing different offers can help you develop a better understanding of what works for your audience and how to sell smarter<\/a>. For example, Uber provides discounts to potential new customers on seasonal and special occasions.<\/p>\nFAQs On Scaling Seasonal Campaigns<\/h2>\n
So, we\u2019ve covered a lot already. However, as with most things in Google Ads, there\u2019s always more to learn. Let\u2019s explore some of the common questions people have about seasonal marketing strategies and campaigns.<\/p>\n
<\/p>\n
How do I determine what could have been improved and what worked well last season?<\/h3>\n\n- Find automated performance reports or additional metrics that could notify you of spending inefficiencies, opportunities, or budget needs from season to season period analysis. Track your budget’s burn rate during the holiday season next year. This is the spend to-date divided by your budgeted spend to-date) to ensure there’s enough left in the budget for your popular shopping days.<\/li>\n
- Missed Shopping:<\/strong> observer the click share columns share into your reports to better identify missing opportunities which could have been converted. This can also help you find the spend you\u2019ve put towards products driving the most conversions. Consider using bid simulators to notice any conversion increases from bid adjustments.<\/li>\n
- Search tip: <\/strong>An effective way to track holiday demand and develop an idea for next year is by adding your total metric impressions. Focus on impression share and top impression metrics to understand your search opportunity from results.<\/li>\n
- To reach more local buyers, set up your Shopping campaigns for local inventory ads in time for your upcoming holiday season. If you’re looking to improve your conversion rates, consider conducting tests on different promotional offers or new landing pages.<\/li>\n<\/ul>\n
<\/p>\n
What should be this years’ key initiatives for next season’s success?<\/h3>\n\n- Use your year-on-year trends to forecast next years’ KPIs. Check out which products are becoming more popular closer to the holidays by using your Google Trends, account data, or product suggestions report.<\/li>\n
- Segment out your forecasted mobile traffic to determine how it\u2019s affecting your overall year-on-year performance.<\/li>\n<\/ul>\n
<\/p>\n
Wrap Up<\/h2>\n
Keeping these points in mind, you’ll be able to generate well-thought-out and effective seasonal marketing strategies. However, keep in mind that during these seasons, your CPC may be increased since many of your competitors will also be targeting similar campaigns. This means the competition will be strong, and you’ll need to pay more to reach top conversions and impressions.<\/p>\n
Since users search more about specific seasonal accessories during this time, it also means your budget can drain quickly. However, as long as you maintain a determined and educated approach to your strategy, these mild offsets will hardly be noticed.<\/p>\n","protected":false},"excerpt":{"rendered":"
Leveraging seasonal marketing strategies can help advertisers and marketers boost sales and gain new customers. Here\u2019s our step-by-step guide. <\/p>\n <\/a><\/p>","protected":false},"author":1,"featured_media":7106,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[785],"tags":[276],"_links":{"self":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/7105"}],"collection":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/comments?post=7105"}],"version-history":[{"count":0,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/7105\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media\/7106"}],"wp:attachment":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media?parent=7105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/categories?post=7105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/tags?post=7105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
<\/p>\n
Use Retargeting<\/h3>\n
Season campaigns that come with retargeting strategies always have enhanced results.<\/p>\n
For instance, if your summer campaigns had high conversion rates and you’ve generated your loyal customer list from it, you should target those customers throughout your winter campaigns to see if you get the same positive results.<\/p>\n
Combined Audience Targeting for Increased Results<\/h3>\n
Target customers who are interested in purchasing seasonal items through combined audience targeting. For increased audience relevance, exclude certain people.<\/p>\n
For instance, a campaign for “Christmas Gifts” with combined audience targeting allows you to target customers interested in Christmas gifts, to begin with, while excluding buyers who are traveling abroad over the holidays and therefore don’t intend on buying much.<\/p>\n
Tailor Your Content With Seasonal Messages<\/h3>\n
Most purchases during seasonal holidays revolve around finding the perfect gift. Usually, buyers know what the recipient is like and how old they are, but it\u2019s difficult to know what to buy them.<\/p>\n
Common phrases to add to campaign content are:<\/p>\n
- \n
- Limited Time Offer: Buy One Get One Free!<\/li>\n
- Running Low: Buy Now!<\/li>\n
- Christmas Special<\/li>\n<\/ul>\n
Changing ads to speak to your potential customers\u2019 mindset is ideal. Display a sense of urgency to help them along with their seemingly big purchasing decision.<\/p>\n
Advertisement Countdown<\/h3>\n
The countdown feature in Google Ads<\/a> is a must-have as it automatically creates a countdown that produces this sense of urgency among potential customers.<\/p>\n
Two situations that work best during high season:<\/p>\n
Last Chance for On-Time Packages – <\/strong>If you have an e-commerce store, you should have a final day for shipping packages to arrive at customers on-time. Including a countdown such as, “Purchase within two days to get before Christmas” will work wonders.<\/p>\n
Sale End Countdown – <\/strong>This is a common use for countdown customizers. If used right before a sale ends, it can lead to a significant conversion and sale increase.<\/p>\n
<\/div>\n<\/p>\n
Increase Visibility With Ad Extensions<\/h3>\n
Ad extensions don’t come with additional costs. However, they can bring in higher CTR and land more clicks with a lower CPC. Depending on your products and targeted customers, the following options could be useful:<\/p>\n
- \n
- \n
- \n
- Call Extensions<\/strong> allow users to call your store. This may increase relevant leads.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
<\/p>\n
- \n
- \n
- \n
- Location extension<\/strong> displays your location. These extensions are specifically useful for local queries.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
<\/p>\n
- \n
- \n
- \n
- Sitelink extension<\/strong> that directs prospects to additional pages on your site.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
<\/p>\n
There are more ad extensions available and main benefit of ad extensions is to catch the more focus of customer towards the ad.<\/p>\n
Dynamic Ad Feature<\/h3>\n
The Dynamic Ad feature<\/a> helps market ads effectively. All you need to do is include seasonal additions to your site. Then, based on users’ search query intent, Google will crawl through your website and generate headlines and the landing page dynamically.<\/p>\n
For instance, if you’re creating a campaign related to Christmas, you should include relevant content on your site. This is because Dynamic Ad feature isn’t based on keyword selection but relevant search results.<\/p>\n
Increase Your Ad Spending<\/h3>\n
- \n
- Throughout the high seasons, your ads will convert better.<\/li>\n
- This increases competitors’ conversions, as well. When an advertiser experiences better conversions, two scenarios happen. First: they start actively bidding higher to take on a more significant portion of the market share. Secondly: their system will automatically bid higher as they see ROAS increasing.<\/li>\n
- You should also up your bids 2-3x or more for product-specific queries. These actions should fall in line with your ROAS.<\/li>\n<\/ul>\n
In summary, make sure to plan ahead for your seasonal marketing strategies to take advantage of the holiday search query increase. Observe your historical performance to determine when your traffic peaked, then raise your budget caps (especially when using Target ROAS Smart Bidding or Smart Shopping) to capitalize on this demand. Time-of-day bid adjustments should be enabled to display ads throughout the hours with the most traffic.<\/p>\n
Google Automated Bidding For Season Control<\/h3>\n
You might often have a question when you should you use automated bidding<\/a> so seasonal campaign is one of the answers. Google\u2019s machine learning program for paid search bid automation is Smart Bidding.<\/p>\n
Marketers and advertisers can set Smart Bidding parameters to support their conversion goals. This setup helps maximize conversions and generate a specific cost per action. It can also manage keyword search volume by locations all year-round.<\/p>\n
The result many marketers find is bid optimization and more time for marketers to work on other factors besides manually adjusting seasonal changes in their campaign.<\/p>\n
Make Use of Seasonality Adjustments<\/h3>\n
Seasonality adjustments inform Smart Bidding of any expected conversion rate changes for future sales or promotions. As an advanced tool, these adjustments work well for shorter events (1-7 days). However, they may not work as effectively for extended periods (anything over 14 days).<\/p>\n
For instance, if you expect an increase in your conversion rates by 50% throughout your Christmas sale, you can simply create a seasonality adjustment that automatically increases your conversion rate by 50% during those specific days. By the end of the promotion or sale, Smart Bidding automatically readjusts to pre-sales behavior without any additional changes.<\/p>\n
This option is available only for Display and Search campaigns. However, Shopping campaign support is expected to be released later in 2020.<\/p>\n
Make Your Landing Page Valuable<\/h3>\n
- \n
- \n
- \n
- Emphasize Time-Sensitive Ads – <\/strong>If your paid ads remind shoppers about your year-end sales, you need to display this sense of urgency on your landing pages as well.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
<\/div>\n<\/p>\n
- \n
- \n
- \n
- Prominently Display Promotions and Specials – <\/strong>If you\u2019re focused on text ads that communicate certain promotions, make sure they\u2019re visible on your landing pages as well.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/p>\n
<\/div>\n<\/p>\n
<\/p>\n
5 Tips For Your Landing Page<\/h2>\n
As your landing page is so crucial, we\u2019ve decided to go the extra mile in this post so that you must know what is required to make good landing page<\/a>. Here are some practical tips you can take on board when you\u2019re creating your landing page for your seasonal campaign.<\/p>\n
<\/div>\n<\/p>\n
Include a Clear Conversion Path<\/h3>\n
If you have an e-commerce business, your order form should be one click from a product. For service-oriented businesses, feature a conversion form immediately on your landing page. A system that requires more than a few clicks to the point of conversion will increase your bounce rate.<\/p>\n
Ease of Navigation for Relevant Content<\/h3>\n
Online businesses need to make it simple for users to access information that gives them more information to find more targeted offers or content.<\/p>\n
Seasonal Themes<\/h3>\n
Include landing pages that include holiday-specific themes and images.<\/p>\n
Social Media Engagement<\/h3>\n
Before your seasonal marketing campaign launches, leverage your social media marketing. This includes spending time creating social posts all year-round. This generates interest around your products. Consider these strategies:<\/p>\n
- \n
- Posting attractive, professional graphics for more likes and customer attention, therefore boosting your chances of appearing in other feeds and increasing visibility.<\/li>\n
- Create quality promotional videos<\/li>\n
- Engage with your customer base by asking them questions or conducting polls before the season begins.<\/li>\n<\/ul>\n
<\/p>\n
Offer Customers a Limited-time Discount and Personalized Experience<\/h3>\n
One of the great things about seasonal campaigns is that they allow you to focus on reliable customer emotions and needs. Create a personalized experience for your customers on your landing page and switch your logo to match the season. Keep in mind your customers’ pain points and develop methods to make stressful holiday shopping experiences more enjoyable. Lastly, maintain a friendly tone throughout your promotions.<\/p>\n
Testing different offers can help you develop a better understanding of what works for your audience and how to sell smarter<\/a>. For example, Uber provides discounts to potential new customers on seasonal and special occasions.<\/p>\n
FAQs On Scaling Seasonal Campaigns<\/h2>\n
So, we\u2019ve covered a lot already. However, as with most things in Google Ads, there\u2019s always more to learn. Let\u2019s explore some of the common questions people have about seasonal marketing strategies and campaigns.<\/p>\n
<\/p>\n
How do I determine what could have been improved and what worked well last season?<\/h3>\n
- \n
- Find automated performance reports or additional metrics that could notify you of spending inefficiencies, opportunities, or budget needs from season to season period analysis. Track your budget’s burn rate during the holiday season next year. This is the spend to-date divided by your budgeted spend to-date) to ensure there’s enough left in the budget for your popular shopping days.<\/li>\n
- Missed Shopping:<\/strong> observer the click share columns share into your reports to better identify missing opportunities which could have been converted. This can also help you find the spend you\u2019ve put towards products driving the most conversions. Consider using bid simulators to notice any conversion increases from bid adjustments.<\/li>\n
- Search tip: <\/strong>An effective way to track holiday demand and develop an idea for next year is by adding your total metric impressions. Focus on impression share and top impression metrics to understand your search opportunity from results.<\/li>\n
- To reach more local buyers, set up your Shopping campaigns for local inventory ads in time for your upcoming holiday season. If you’re looking to improve your conversion rates, consider conducting tests on different promotional offers or new landing pages.<\/li>\n<\/ul>\n
<\/p>\n
What should be this years’ key initiatives for next season’s success?<\/h3>\n
- \n
- Use your year-on-year trends to forecast next years’ KPIs. Check out which products are becoming more popular closer to the holidays by using your Google Trends, account data, or product suggestions report.<\/li>\n
- Segment out your forecasted mobile traffic to determine how it\u2019s affecting your overall year-on-year performance.<\/li>\n<\/ul>\n
<\/p>\n
Wrap Up<\/h2>\n
Keeping these points in mind, you’ll be able to generate well-thought-out and effective seasonal marketing strategies. However, keep in mind that during these seasons, your CPC may be increased since many of your competitors will also be targeting similar campaigns. This means the competition will be strong, and you’ll need to pay more to reach top conversions and impressions.<\/p>\n
Since users search more about specific seasonal accessories during this time, it also means your budget can drain quickly. However, as long as you maintain a determined and educated approach to your strategy, these mild offsets will hardly be noticed.<\/p>\n","protected":false},"excerpt":{"rendered":"
Leveraging seasonal marketing strategies can help advertisers and marketers boost sales and gain new customers. Here\u2019s our step-by-step guide. <\/p>\n <\/a><\/p>","protected":false},"author":1,"featured_media":7106,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[785],"tags":[276],"_links":{"self":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/7105"}],"collection":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/comments?post=7105"}],"version-history":[{"count":0,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/posts\/7105\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media\/7106"}],"wp:attachment":[{"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/media?parent=7105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/categories?post=7105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ppcexpo.com\/blog\/wp-json\/wp\/v2\/tags?post=7105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Search tip: <\/strong>An effective way to track holiday demand and develop an idea for next year is by adding your total metric impressions. Focus on impression share and top impression metrics to understand your search opportunity from results.<\/li>\n
- Prominently Display Promotions and Specials – <\/strong>If you\u2019re focused on text ads that communicate certain promotions, make sure they\u2019re visible on your landing pages as well.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \n
- Emphasize Time-Sensitive Ads – <\/strong>If your paid ads remind shoppers about your year-end sales, you need to display this sense of urgency on your landing pages as well.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \n
- Sitelink extension<\/strong> that directs prospects to additional pages on your site.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \n
- Location extension<\/strong> displays your location. These extensions are specifically useful for local queries.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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- Call Extensions<\/strong> allow users to call your store. This may increase relevant leads.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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