It’s not just the weather that changes with the seasons, your Google Ad campaign should move with the times too. The seasons are a great excuse to adapt and personalise your campaigns for even better reach. Your target audience’s needs after all evolve throughout the year, which means what they need now may differ drastically from what grabbed their attention months ago.
Read more about why adjusting your ads for the season ahead makes perfect sense and where to get started.
If you’re anything like us, you’ll always be looking for ways to boost the performance of your Google Ads. We are of course firm believers that ad campaigns should be altered and analysed regularly to enhance engagement and increase revenue. Taking inspiration for the season is another thing we swear by.
Seasonal trends affect every part of life, including your business and its advertisements. They also alter consumer behaviour and how would-be customers engage with your brand online. Understanding how each season influences how your customers shop, and changing your ads to leverage this, is therefore important.
Once you identify how each season – and more specific events within each season – affect your sales, you can then time your ‘seasonality adjustments’ (Google’s term, not ours!) to perfection. Plan ad changes ahead of time and get ready to activate them just before periods where you see either a spike in conversions or an unusual lull.
Remember, seasonality adjustments aren’t meant to be used for the long term. Instead, cap ad durations so you can really measure the effects. It’s recommended that you limit the campaign duration to a maximum of seven days for specific events, like Black Friday and Valentine’s Day.
Google Ads recognises just how important the seasonal use of ads is to your conversion rate and subsequent sales. That’s why they’ve made it easier to adjust ads and their content with the season in mind.
You can access seasonality adjustment under the ‘Budgets and Bidding’ dropdown in your account. From here, you can create new adjustments, alter your adjustment type, fill out the event’s start and end dates, change your conversion rate, and save your season-specific campaign.
We’re here to support you! Our Pay Per Click (PPC) specialists are already helping countless businesses do just that. Leave your Google Ads in our hands, and enjoy paid advertising that really works. Get in touch today to talk through your requirements.