Sometimes we get some distressed calls here at JumpFly. My traffic is down! My Sales are down! What is going on with my pay-per-click (PPC) advertising campaign??!! You can imagine the panic – you may have even felt it before. However, in order to put your best foot forward in updating your PPC advertising campaigns, you need to look at the big picture in your marketplace.
PPC Management – Understanding Seasonality
First, take a look at your seasonality. Not all markets have the same seasonality. Some don’t have much seasonality at all. The timing and the length of your high season could be related to what you sell (i.e., bathing suits or snowboards) and where you sell it (air conditioning repair in Michigan).
Over the summer I received a call from a client who was upset because overall conversions were down. They have a hotel in Mexico. Is it really a surprise that they don’t book as many rooms in July as they do in January?? I live in Chicago and I can tell you that I’m thinking about a balmy vacation more in the dead of winter than I am during the 3 short months of warm weather we have here.
You have to understand the seasonality of your marketplace. When are your customers most likely to order your product or require your service?
Does this mean you just give up and go with the flow? No! Of course not, but you need to be much more creative in your ads and your offers when it is your down season.
You may also find, depending on what you sell, that you just need to adjust your focus. This is why heating contractors also repair air conditioners – more year round business. And why landscapers also offer snow plowing. Instead of lying down and giving up or fighting what you can’t control, roll with it and figure out how to keep going. When your typical customer is NOT looking for your product or service – what would they be looking for instead? Be creative and expand your market to even out your revenue.