Structuring a PPC Campaign for Seasonal Products

The Importance of Effective Seasonal PPC Management

In addition to shopping holidays, seasonal PPC also impacts non-retail sectors, including travel, meaning almost every industry in the world can benefit from a well-timed strategy.

Seasonal PPC Statistics:

• 58% of consumers plan their shopping in advance, focusing on major sales days
• 75% of purchases in January 2024 were researched before making a purchase
• 59% of holiday shoppers already know what they want to buy by the holidays
• 75% of holiday shoppers stay alert for promotions throughout the season
• 40% of purchases in the first two months of 2024 were for a specific retailer or brand 

These statistics show that there are excellent opportunities for businesses when it comes to seasonal PPC, capturing your audiences attention early, assisting with research, while boosting brand visibility during peak times.

Structuring Your PPC Campaign for Seasonal Products

As a new season approaches, it's important for businesses to fine-tune their PPC strategy, ensuring that they capture the attention of their target audience. Seasonal PPC helps improve your reach and engagement during peak periods, ensuring your brand is visible.

Adjust Your Budget

Seasons increase search activity and customer interest. As a result, there is higher interest for advertising space. This involves adjusting your budget for prime opportunities, ensuring your competitors don't outbid you for a top position in search results.

Your budget adjustment should be well-timed, ensuring your advert is visible. We don't recommend increasing your budget blindly. Use historical data to identify peak days and times your audience is most active. You can also use Google Ads seasonal bid adjustments to optimise your bids automatically.

Update Your Creatives

When your target audience is being overwhelmed with offers and messages, you want to ensure you stand out, reflecting the season, capturing your audiences attention. This involves updating your images, colours, and design elements, resonating with the season. For winter and end of year holidays, you can use festive colours, snowflakes, and gift boxes to evoke celebration and urgency.

It is imperative you ensure your creatives match your landing pages, offering a consistent experience from advert through to checkout.

Time Limited Offers

If you want to spark a sense of urgency, time limited offers is the way to go. This is effective when consumers are searching for the best deals. Your seasonal PPC campaigns can be used to promote exclusive discounts, limited stock offers, and flash sales to encourage action. 

It is important to ensure any promotions you offer are complete with end dates or visible countdowns, encouraging a sense of urgency. A twenty four hour flash sales has proven to increase conversions. 

Tailored Advert Copy

As with any content you create, you want to ensure your seasonal advert copy resonates with seasonal shoppers, creating a connection, while reinforcing urgency. 

We recommend A/B testing various advert copy versions, identifying what resonates best with your audience. 

Conclusion

Structuring a PPC campaign for season products requires a data-driven strategy, capturing the attention of your audience when they need your products or services the most. This involves adjusting your bid, creatives, and advert copy, to mention a few. There are numerous elements to a seasonal PPC campaign, that is time consuming and requires expertise. Contact Genie Crawl today for assistance. We are the Number 1 SEO and Google Ads agency. Get in touch now for a free evaluation and quote.