When managing an AdWords account, foresight is imperative.
Understanding upcoming seasonal events and trends and how they relate to the product or service you are selling is a vital skill for any AdWords marketer.
Consider this; you own a lawn mowing business and are currently advertising online. At the moment you are only running generic ads, yet you are still getting a steady amount of enquiries through your website.
Although it is fantastic that you have optimised your campaigns to the point where they are generating a stable revenue stream for you, now is not the time to rest on your laurels.
Google AdWords campaigns require continual optimisation and maintenance in order to maximise any opportunities that may be missed with a ‘set and forget’ style of AdWords management.
For an example of how your mowing business might leverage itself off some major holidays and events during the year, you might consider running ads like:
You can also create new keyword lists, adjust your daily budgets, create new landing pages for your ads or utilise a variety of other common AdWords techniques in order to help you capture some of the increased traffic and online spending that occurs during these periods.
The trick however, is not just to simply capture the extra traffic, but to harness the ‘spirit’ of the event, holiday or season in your strategies.
Remember: Sell the sizzle, not the steak.
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Nice post Paul! I like the mower man example. I happen to know a guy who just started out with his new mowing business, I might have to point him this way for some ideas…
Out of interest though, does it get noticeably more expensive per click for an AdWords campaign during these holiday times?
Hi Sam,
In terms of expense, adwords is very controllable. You will never spend too much more than you what you have budgeted for.
However, in terms of competition, yes it can become more expensive per click during peak periods (depending on the product or service you are offering).
It is for this reason that targeting your campaigns to capture traffic in these peak periods is so important. AdWords works by rewarding the most relevant ads with an opportunity for cheaper cost-per-click bids. If you target holiday related keywords with holiday related ads, your relevance will go up and your cpc should remain at a manageable level.
However, it’s always good to have an adwords consultant at your ready to keep an eye on all of this for you so you can concentrate on your business during these busy periods.
Adwords is a really great tool for promoting your website, forum or affiliate link. the ppc cost of adwords is even cheaper than Friendster or Facebook. before, i used to advertise on facebook but the ROI is so low. Adwords gives me a much better ROI compared to Facebook ads.