Bathing suit season is right around the corner, and I know you all are prepping for it! But don’t forget to prep your PPC campaigns so that they are also in the best shape for summer! This is going to be vital for your summer traffic and sales.
Here are a few tips to prepare your campaigns for the summer months.
Summer PPC Tip #1: Refine Your Ads with Seasonal Offers
The first tip I have for you is to refine your ads! Many businesses, such as those in the travel industry or home improvement vertical, have special summer offers they advertise – be sure to add those into your ad copy in advance. This way, when May hits, you can post those ads and immediately gather that summer traffic you’ve been longing for.
You will also want to make slight changes to your ad that make them more appealing to a summer searcher. During the warmer months of the year people are more apt to relax and have fun – make sure that goes in your ad. Really emphasize relaxation, convenience and saving time. This is what the summer is all about!
Summer PPC Tip #2: Use Dayparting
Some of you may already be using dayparting, which is great, but for the summer months you may want to consider changing your strategy. The typical hours/days you target in the winter are going to be slightly different than the days/hours you target in the summer. In the winter months it becomes dark around 4 pm, encouraging more people to stay indoors, which in turn means more people are doing searches online. During May, June, July and August, it’s light out until 8-9 pm, which really inspires most people to stay outdoors much longer. In general, people are online less during the day, especially if it’s nice out. So, keep all of these factors in mind while figuring out your ad scheduling strategies.
You will also want to take into consideration all weather forecasts. If you know in advance that it’s going to be a crappy weekend, you may want to up your budget for a few days. You know more people will be sitting at home bored, which means more conversions for you! (Unless you’re selling outdoor adventures.)
Summer PPC Tip #3: Increase Mobile Bid Adjustments
Now, just because it’s nice out doesn’t mean people abruptly stop completing online searches. How they go about doing their online searches changes. In the winter months people sit at home on their iPads and desktops. In the summer, people are outside, lying on the beach, sitting at the park or walking around on their cell phones. So, what do you do? Up your mobile bid adjustment!
Even if you don’t bid on mobile devices usually, in the summer months, you absolutely should, knowing that quite a few searches are going to come through via mobile devices.
Summer PPC Tip #4: Up Your Bids for Seasonal Products
This fourth tip, I should emphasize, is really for the industries that sell summer-related products such as bathing suits, sunglasses, sunscreen, flip-flops, pool toys, etc. This is the time when people are searching for these products. What does that mean for you? Increase your bids for these keywords! By increasing your bids, you will be more competitive during a crucial time for your business.
Now go get your campaigns all set for summer! You want to make sure you have a relaxing summer, so make sure all of this is done ahead of time. Then sit back and enjoy watching all those conversions come through while you lounge on the beach.