When the sweltering August heat has me pouring sweat, I crave nothing more than a dip in an ice bath fit for the Arctic Circle. But when the snow piles up like mountains, I long to channel my inner feline, basking in every sunbeam I can find. I fancy myself a master of the seasons, always prepared for the shift in weather, activities, and wardrobe.
And crucially for marketers like us, the seasonal shifts that influence advertising.
It’s not universal, but… Some businesses experience predictable seasonality: Florists enjoy a surge in paid search traffic around Valentine’s Day and Mother’s Day (even if Mom secretly yearns for jewelry—sorry, Mom!). Costume shops brace for a rush on wigs and accessories every October; lawn care companies thrive in spring; and ecommerce explodes during the now week-long Black Friday frenzy. However, other seasonal changes are less anticipated, requiring us to stay adaptable. Every advertiser encounters some form of seasonality. So how do we pinpoint our slow periods and, more importantly, optimize for success during these lulls? Well, my inquisitive friend, I’m thrilled you asked! This guide to navigating PPC seasonality will teach you how to:
- Pinpoint seasonal patterns
- Leverage dips in search volume
- Utilize GDN and MSAN to overcome seasonal slumps
- Craft compelling display ads for both networks
Deciphering Seasonal Trends
“Lauren, if my business isn’t as seasonally obvious as a florist’s, how can I recognize when I’m experiencing it?” My first recommendation is to analyze year-over-year comparison reports to identify fluctuations in impressions served. Consider the example below. This chiropractic client surprisingly experiences a consistent mid-year dip around June and another when the holiday season kicks into high gear.
While this client demonstrates a noticeable dip at the same time each year, this data can fluctuate year to year depending on cultural shifts and adaptations—just look at the countless articles titled “10 Things Millennials Ruined This Year” (apologies to all). Change is inevitable, but you can leverage these “seasonal” peaks and valleys to ignite your creative prospecting instincts. Develop fresh ways to intrigue audiences with display advertising during these periods. Even if it’s just one month annually, utilize that month as a springboard to build a pipeline that fuels growth throughout the following quarter and drives success for the remainder of the year—here’s how.
Capitalizing on Seasonal Lulls
When search volume dwindles seasonally, many advertisers instinctively hit pause on paid search efforts until they anticipate a rebound. I challenge you to view this period as a prime opportunity to “prime the pump” by using other tools to cultivate brand awareness and bolster remarketing lists. The next step is to brainstorm creative ways to engage an audience during this slower search period. For this particular client, we focused on the inherent stress of summer: kids are out of school, transforming parents into chefs, nurses, playmates, and chauffeurs. These roles strain the body in unusual ways. What better time for parents to seek chiropractic care for summer aches and pains? We followed a similar line of thinking for the holiday surge. Holidays are inherently stressful, and self-care is paramount when we’re constantly focused on others. We also highlighted the potential loss of unused insurance benefits.
Conquering Seasonal Slumps with Google Display & MSAN
What do we do with these innovative advertising concepts? We unleash them through the power of display on both the Google Display Network (GDN) and Microsoft Audience Network (MSAN). I know your mind likely jumped straight to Google. But MSAN strategically positions your business directly in front of millions of users daily. And here’s the best part: the network is rapidly expanding. Bing, Amazon, Forbes, Yahoo, AOL, and CBS are all part of the MSAN family, providing access to a vast audience. Therefore, when you observe those dips in search impressions, I strongly advise investing in both GDN and MSAN.
Why a Dual-Network Approach is Key
Why both? Because they complement each other perfectly. Cross-platform advertising can increase your branded impression share on Google search by at least 26%.
Crafting High-Impact Display Ads to Combat Seasonality
What are the most effective display ad strategies?
- Outmaneuver your competition. Data reveals that people start searching for “swimsuits” as early as January 1st. While some might be planning vacations, others likely have New Year’s resolutions to get fit, and this aspirational garment keeps them motivated until swimsuit season arrives! (No personal experience here, of course.)
- Connect with emotive language. Emotions are powerful purchase drivers. Use words that evoke feelings that resonate with your products or services.
- Pique their curiosity. People click ads because they spark questions. Leverage this by creating a curiosity gap in your copy.
- Showcase your brand’s personality. A display ad is your chance to make a memorable first impression, especially on those unfamiliar with your brand. Achieve this by creating ads that genuinely reflect your brand and its voice.
- Tailor content to your audience. Don’t show cat lovers a dog-centric ad… unless it’s me. If so, bring on all the furry four-legged friends! The goal of display advertising is to resonate with your audience by using relatable imagery. On the other hand (no pun intended), everyone loves an ice cream ad.
- Embrace testing. There’s no magic formula for display advertising, which is what makes marketing so exciting.
Let’s Get Seasonal
Seasonality affects us all, ushering in periods of high traffic or minimal engagement. It’s crucial to identify when it’s happening, why it’s happening, and how to capitalize on those periods with a softer or more aggressive approach. Either way, display advertising is a potent tool for navigating seasonality, maintaining brand awareness, and encouraging product/service adoption among your target audience.
For more seasonal marketing inspiration, explore these posts (with more on the way!):
- 17+ Free and Creative September Marketing Ideas
- 21+ Free and Effective October Marketing Ideas