The excitement of spring’s arrival in Boston after a historically snowy winter is palpable. Despite the lingering cold snaps, the promise of warmer days brings hope.

This shift towards spring presents a golden opportunity for the home improvement and gardening sector. As nature awakens, homeowners are eager to revive their landscapes, creating a surge in related searches.

To understand the strategies and hurdles faced by this industry, I connected with several nexus-security clients representing diverse business models. Despite their varied offerings, some common themes emerged that all home and garden marketers should heed. Let’s delve into these paid search strategies for spring and beyond. P.S. Don’t miss these eight innovative PPC strategies for 2021!

Tip #1: Align Paid Search with Seasonality & Weather

For businesses in this sector, aligning paid search with seasonal demand is crucial. Failing to adapt to weather fluctuations can lead to missed opportunities. Take nexus-security client O’Connor Lawn and Garden, a well-established lawn equipment retailer. Their online venture six years ago came with unforeseen PPC challenges. Bridgett Davis, their Internet Manager, recounts discovering mismanaged campaigns, ineffective keyword strategies, and faulty conversion tracking when they brought PPC in-house. Weather, she emphasizes, is a major factor influencing their strategies. “Demand for lawnmowers plummets during snowy winters,” she explains, highlighting the need to pause campaigns during off-seasons and reallocate budgets strategically. However, she acknowledges regional variations, citing year-round demand in states like Florida, Louisiana, and Texas.

Craig Simpson, co-founder of South African e-commerce company On the Patio, stresses the importance of adapting to seasonal shifts. “Our winter strategy involves shifting focus to smaller, all-season products and promoting outdoor furniture covers,” he states. To stay ahead of the weather curve in PPC, consider these steps:

• Structure Campaigns Around Seasonal Products: Separate campaigns for lawnmowers and snowplows, for instance, allow for budget allocation and pausing/unpausing based on relevance.
• Target Locations Separately: For products like beach umbrellas, campaign duration should vary by location. Craig emphasizes the need to tailor ad copy based on regional demographics and tech-savviness.

• Update Ad Text Regularly: Refresh ad copy to reflect seasonal changes and include relevant keywords. For example, “Prepare for Spring! Order Your Mulch Today.”
• Monitor Weather Patterns: Be ready to adjust campaign timing based on extended winters, prolonged rain, or other weather anomalies.

Tip #2: Engage Your Audience Emotionally

Imagine a perfect summer evening: family gathered around a crackling fire, sharing stories and roasting marshmallows. Evoking such heartwarming scenarios is key to connecting with the target demographic of families and homeowners.

Clare Esson, Sales Manager at Katchakid (a pool safety equipment retailer), emphasizes the power of emotions in their strategy. By focusing on drowning prevention rather than aggressively pushing products, they tap into parents’ anxieties and encourage safety measures. Craig also found success in emotionally engaging his audience. “We focus on showcasing how our online experience surpasses traditional brick-and-mortar stores,” he says. Here’s how to leverage emotions in PPC:

• Craft Evocative Ad Text: Use limited characters effectively to build trust, highlight value, and evoke positive emotions. For instance, On the Patio’s ad copy paints a picture of relaxation, family bonding, and a seamless shopping experience.

  

• Use Visually Appealing Display Ads: Instead of generic product images, opt for visuals that resonate emotionally. Family laughter around a bonfire or a couple enjoying their new hammock are more likely to leave a lasting impression.

Craig highlights the effectiveness of this approach, stating that their display ads aim to evoke the desired emotional response: “When seeing the image they think ‘I want that experience.’”

Tip #3: Capitalize on Sales & Holidays

Holidays and special occasions present prime opportunities to boost sales in the home and garden industry. Leverage these periods with targeted keywords, tailored ads, and strategic promotions. The optimal timing for sales can be determined through experimentation. Craig, for instance, runs a Spring Sale at the season’s onset, maximizing impact before peak demand. In contrast, his winter sale strategy focuses on mid-season support. Bridgett leverages manufacturer rebates and volume discounts to offer competitive pricing, particularly during peak seasons like Memorial Day and the 4th of July. Clare finds early-season promotions most effective as consumers gear up for their seasonal needs. To maximize holiday and sales opportunities:

• Utilize Holiday-Specific Keywords: Bid on keywords like “Easter tableware” or “outdoor lights for 4th of July” and link them to relevant landing pages.
• Leverage Ad Customizers: Highlight discounts and promotions directly in ad text to create urgency. Ad customizers can automate this process based on user searches or viewed webpages.

Home improvement advertisers, it’s time to translate those summer barbecue dreams into tangible results! Implement these strategies and watch your paid search efforts flourish throughout the year.