Using Seasonal Search Data for Search Ad Campaigns

search marketing
Jul
06
2015

Your organization has strong ad campaigns, but they aren’t performing as well as they should. You’ve looked over the strategies and the channels, and it seems like they should be a home run. If you aren’t considering seasonal search data as part of your search ad campaign strategy, you’re missing out on a valuable intelligence source.

Seasonal Advertising Beyond Retail

The retail industry pays close attention to seasonal data due to holiday shopping, but seasonal data goes far beyond the retail vertical. Take apartment searches, for example. YP Marketing Solutions polled its first party 2014 national search data to find major seasonal differences, and found apartment searches were higher in winter months than summer months. It might seem like the right decision to spend more advertising money during the spring and summer when tenants are more likely to be moving, but higher search volume during the winter indicates a better marketing opportunity during that period.

Apartment hunters take some time to perform their search in preparation for a move, and catching their interest before they make their final decision is a critical window for property managers and landlords. A property management company investing in search ad campaigns can use this data to schedule their advertisements.

Another example of seasonal search swings comes from changes in the top local search terms. In Boston, one of the top winter search terms from YP.com’s data is “fuel oil” at 732, which drops to 143 in the summer. Oil sellers getting the most out of their marketing campaigns watch local demand through search ranking and volume to improve ad performance.

Implementing Seasonal Data in Your Planning

So how do you implement seasonal data into your search ad campaign strategy? Here are a few tips:

  • Analyze search data to identify peaks relevant to your industry within a given season
  • Keyword segmentation helps you track seasonal search data so you bid appropriately in search engine marketing. If certain keywords shift in a similar fashion throughout the year, it makes sense to group them together.
  • Segment your audience and create buyer personas to understand when seasonal shifts might occur. For example, targeting women with children in the 25-40 age range results in seasonal shifts for school supplies during the fall, and activities such as family vacations and summer camp in the summer.

Search data is a necessary tool in search marketing. It empowers you to better understand your audience and their needs, you won’t overpay for search ads when ROI may decrease, and you can adjust your existing campaigns to better suit the real world demand for your products and services.

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