PPC tip #3 – Search seasonality:
Search seasonality can be different from your sales seasonality.
Use Google Insights to understand when search volumes peak and trough, and make sure you plan your budgets and visibility around these times.
Understanding patterns during the day, week and month is also vital – for example, we have found the following to be true:
Travel search volumes increase at the end of the month near pay day
During the week Monday is often the strongest day
During the day lunchtime generally has high search volume, but peak booking period is early evening
Make sure your search campaigns use day-parting and budget allocation strategies to maximise visibility during these critical times.
PPC tip #3 – Search seasonality:
Search seasonality can be different from your sales seasonality.
Use Google Insights to understand when search volumes peak and trough, and make sure you plan your budgets and visibility around these times.
Understanding patterns during the day, week and month is also vital – for example, we have found the following to be true:
- Travel search volumes increase at the end of the month near pay day
- During the week Monday is often the strongest day
- During the day lunchtime generally has high search volume, but peak booking period is early evening
- Make sure your search campaigns use day-parting and budget allocation strategies to maximise visibility during these critical times.
NB: This How To series is authored by Nigel Muir of DBD Media
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