Post by sumiseo558899 on Nov 5, 2024 3:23:24 GMT
Almost every business faces the phenomenon of seasonality. In some periods, the demand for products decreases, which leads to a “low season”. When there is an increase in buyer interest, we talk about a “high season”. In the field of Internet marketing, it is important to consider that during peak demand, competition increases, which leads to an increase in the cost of advertising clicks.
In some cases, it is easy to predict changes in demand: the summer season brings popularity to beach holiday products, the winter season – to products for active winter holidays. Flower shop owners face an influx of customers on the eve of September 1, March 8 and Valentine's Day.
There are also less obvious areas content writing service
for linking to specific holidays or seasons, such as massage services, legal assistance, sales of tableware or textiles. However, here too, it is possible to identify time frames for increases or decreases in consumer interest.
In this article, we'll help you prepare for demand fluctuations in your industry and give you tips on how to effectively use contextual advertising to increase sales during periods of both increased and decreased customer activity.
What factors influence seasonality in advertising?
When planning advertising strategies, it is important to consider seasonal changes that can significantly affect contextual advertising. What you should pay attention to:
Season of the year. For example, customers rarely buy winter jackets during the summer months.
Weather conditions. Summer sandals are usually not sought after in cold or rainy weather.
Holidays. In anticipation of special occasions, interest in gift items increases.
Buyer activity. Vacation periods and long weekends are peak times for tourism services.
Events and happenings: Concerts, festivals, or the opening of new shopping centers can increase demand for certain products.
Lead Panda your reliable partner
Read more
Advertising
What methods are used to analyze seasonality in Google Ads?
If seasonal fluctuations in demand in your niche are not so obvious, you can identify peaks and valleys of activity using services such as:
Google Analytics – if your project has been operating for a certain period of time, this tool will help you evaluate periods of intense and calm sales by analyzing website traffic.
Keyword Planner – it will provide data on the frequency of requests for certain keywords, which will allow you to understand the seasonal dynamics of interest.
Google Trends – allows you to track changes in the popularity of search queries and identify seasonal surges in contextual advertising.
To more accurately analyze seasonality in Google Ads, you'll need historical information grouped by month over several years.
Example: if we look at queries for sunglasses, the graph will show an increase in interest in the summer. And for an online bicycle store, there is an increase in traffic in the spring, a decline in the fall, and the least interest in the winter months.
Google Ads and Seasonal Trends
Seasonal fluctuations may be affected by external factors. For example, changes in demand may be caused by social and cultural shifts, or the emergence of new players in the market. A clear example is the 2020 pandemic and the introduction of quarantine measures. These events changed established trends.
Before the pandemic, demand for home exercise equipment was normal:
It dropped in the summer when people preferred to exercise outside.
It increased in autumn when weather conditions worsened.
However, in the spring of 2020, interest in sports equipment only increased, despite the favorable weather.
How to set up contextual advertising taking into account seasonal fluctuations?
A drop in traffic due to seasonal changes is an unpleasant situation, but with the right approach, it opens up new opportunities for developing marketing strategies.
Good to know: The Display Network is primarily used to increase brand awareness. However, it can be turned into a source of quality commercial traffic even during seasonal slowdowns.
Adapting contextual advertising to seasonal changes allows you to find original ways to promote a product and attract new customers with the help of advantageous offers. It is important to create updated advertising for the KMS and use this tool when demand falls.
How to promote seasonal products in Google Ads?
An often discussed issue is the best time to promote seasonal products, such as skates or swimsuits. The choice depends on the specifics of your industry. For example, even in summer, some people search for information about winter jackets even in summer. However, this does not mean that the demand for them is the same in summer and winter. Many such requests are not purely commercial.
Even if a user searches using the phrase “buy,” they can only select options. However, there are those who actually plan to buy, especially if there is a big discount. Therefore, two questions arise:
Is your summer offer on winter products attractive enough for those looking to save money?
Are your customers willing to buy items at discounted prices during sales?
If your online store sells both summer and winter products, and you do not offer discounts on winter products in the summer, focusing on seasonal products, advertising winter items will not be effective. Buyers will not buy a winter jacket in the summer at its full price.
If your brand specializes in luxury clothing, even with discounts, prices may still be too high for this audience, and conversions will still be low.
How to solve the problem? It is important to understand what queries are active during the low season and for what purpose customers are searching for information. If their search has a commercial component, you need to find out what conditions are necessary for conversion. If your offers can meet these requirements, you can continue the campaign taking into account the following adjustments
Lower bids – During the off-season, competition is lower, allowing you to get cheaper impressions
Budget optimization – due to reduced competition, expenses can be reduced.
Tailor your ads – your ads should match your customers' current needs and offer a benefit that encourages them to buy.
For example, you can adjust the headlines of ads about jackets by adding information about discounts on past collections.
For successful e-commerce, seasonal promotions should be planned at least three months before the start of the season, which provides the following benefits:
Enough time to prepare;
The ability to get ahead of your competitors when launching or updating campaigns;
A chance to capture those buyers who start searching early.
This approach works for all product groups.
Seasonal advertising in Google Ads is also useful for highlighting holiday events that encourage gift-buying. For example, Google Ads display campaigns can draw consumers' attention to your products before they have a direct need for them.
In some cases, it is easy to predict changes in demand: the summer season brings popularity to beach holiday products, the winter season – to products for active winter holidays. Flower shop owners face an influx of customers on the eve of September 1, March 8 and Valentine's Day.
There are also less obvious areas content writing service
for linking to specific holidays or seasons, such as massage services, legal assistance, sales of tableware or textiles. However, here too, it is possible to identify time frames for increases or decreases in consumer interest.
In this article, we'll help you prepare for demand fluctuations in your industry and give you tips on how to effectively use contextual advertising to increase sales during periods of both increased and decreased customer activity.
What factors influence seasonality in advertising?
When planning advertising strategies, it is important to consider seasonal changes that can significantly affect contextual advertising. What you should pay attention to:
Season of the year. For example, customers rarely buy winter jackets during the summer months.
Weather conditions. Summer sandals are usually not sought after in cold or rainy weather.
Holidays. In anticipation of special occasions, interest in gift items increases.
Buyer activity. Vacation periods and long weekends are peak times for tourism services.
Events and happenings: Concerts, festivals, or the opening of new shopping centers can increase demand for certain products.
Lead Panda your reliable partner
Read more
Advertising
What methods are used to analyze seasonality in Google Ads?
If seasonal fluctuations in demand in your niche are not so obvious, you can identify peaks and valleys of activity using services such as:
Google Analytics – if your project has been operating for a certain period of time, this tool will help you evaluate periods of intense and calm sales by analyzing website traffic.
Keyword Planner – it will provide data on the frequency of requests for certain keywords, which will allow you to understand the seasonal dynamics of interest.
Google Trends – allows you to track changes in the popularity of search queries and identify seasonal surges in contextual advertising.
To more accurately analyze seasonality in Google Ads, you'll need historical information grouped by month over several years.
Example: if we look at queries for sunglasses, the graph will show an increase in interest in the summer. And for an online bicycle store, there is an increase in traffic in the spring, a decline in the fall, and the least interest in the winter months.
Google Ads and Seasonal Trends
Seasonal fluctuations may be affected by external factors. For example, changes in demand may be caused by social and cultural shifts, or the emergence of new players in the market. A clear example is the 2020 pandemic and the introduction of quarantine measures. These events changed established trends.
Before the pandemic, demand for home exercise equipment was normal:
It dropped in the summer when people preferred to exercise outside.
It increased in autumn when weather conditions worsened.
However, in the spring of 2020, interest in sports equipment only increased, despite the favorable weather.
How to set up contextual advertising taking into account seasonal fluctuations?
A drop in traffic due to seasonal changes is an unpleasant situation, but with the right approach, it opens up new opportunities for developing marketing strategies.
Good to know: The Display Network is primarily used to increase brand awareness. However, it can be turned into a source of quality commercial traffic even during seasonal slowdowns.
Adapting contextual advertising to seasonal changes allows you to find original ways to promote a product and attract new customers with the help of advantageous offers. It is important to create updated advertising for the KMS and use this tool when demand falls.
How to promote seasonal products in Google Ads?
An often discussed issue is the best time to promote seasonal products, such as skates or swimsuits. The choice depends on the specifics of your industry. For example, even in summer, some people search for information about winter jackets even in summer. However, this does not mean that the demand for them is the same in summer and winter. Many such requests are not purely commercial.
Even if a user searches using the phrase “buy,” they can only select options. However, there are those who actually plan to buy, especially if there is a big discount. Therefore, two questions arise:
Is your summer offer on winter products attractive enough for those looking to save money?
Are your customers willing to buy items at discounted prices during sales?
If your online store sells both summer and winter products, and you do not offer discounts on winter products in the summer, focusing on seasonal products, advertising winter items will not be effective. Buyers will not buy a winter jacket in the summer at its full price.
If your brand specializes in luxury clothing, even with discounts, prices may still be too high for this audience, and conversions will still be low.
How to solve the problem? It is important to understand what queries are active during the low season and for what purpose customers are searching for information. If their search has a commercial component, you need to find out what conditions are necessary for conversion. If your offers can meet these requirements, you can continue the campaign taking into account the following adjustments
Lower bids – During the off-season, competition is lower, allowing you to get cheaper impressions
Budget optimization – due to reduced competition, expenses can be reduced.
Tailor your ads – your ads should match your customers' current needs and offer a benefit that encourages them to buy.
For example, you can adjust the headlines of ads about jackets by adding information about discounts on past collections.
For successful e-commerce, seasonal promotions should be planned at least three months before the start of the season, which provides the following benefits:
Enough time to prepare;
The ability to get ahead of your competitors when launching or updating campaigns;
A chance to capture those buyers who start searching early.
This approach works for all product groups.
Seasonal advertising in Google Ads is also useful for highlighting holiday events that encourage gift-buying. For example, Google Ads display campaigns can draw consumers' attention to your products before they have a direct need for them.
