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3 Tips To Carry Out A Meaningful PPC Campaign For A Seasonal Business

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A seasonal business would be a business lasting only a few months in a year and not the whole year.  Hence depending on which time of the year it is, your PPC campaigns should be changed accordingly. The ultimate aim should be to increase sales or conversions.

The three main tips that one should remember are :

1) Brighter Colors and Words :

A summer business should use bright colors and words in their campaigns and ads. Similarly the colors in ads, in winter, could be grey or black and clothes when the clothes shown are woollen.


2) Advance Action :

Ads should be changed a month in advance before the season sets in,because studies have shown that people start buying in advance for a particular season, rather than wait for the season to arrive. Thus a company dealing in summer clothes should change their ads in February in India. One could advertise for bathing suits right from this month and jackets and coats in September every year.


3) Spring Cleaning :

Every month or every quarter the ads should be analysed such that the traffic to the site is not reduced. Rather sales , leads or phone calls should keep pouring in. This requires a check on various aspects of the adwords campaign, like :

  • Duplicate keywords increase cost per click and reduce profits, unless used for different geographical locations or used for different networks. Therefore delete duplicate keywords using Google tools. Delete underperforming duplicates.
  • Costly keywords should also be deleted after checking their use for almost 3 months.
  • If CTR is low, refresh ads.
  • If registrations or calls are not happening, reformat landing pages. Make them more colourful. Change headlines to increase sales.
  • Change negative keywords to keep pace with the growing business, such that total conversions are high.


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  • There are 2 comments

    • 5 years ago

      Indrajit Goswami   /   Reply

      Can you please cite examples of duplicate key words and costly key words?

    • 5 years ago

      Marushka Monette   /   Reply

      I work at a digital marketing agency, futurON, and I am sure PPC will help in successful campaign designing for seasonal businesses. I especially liked your insight on pre season advance planning. Thanks so much !

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