“Seasons change, so do we”. This saying is most relevant to consumer habits. It keeps on changing just like the stock market graphs. In winters during the festive season, we buy clothes and jewellery to look our best in a friend’s wedding, while in summer our focus shifts towards light and breathable clothing. The sale of coolers surges drastically in warmer months while in the freezing winters its rival “the heater” levels up the competition. Companies need to understand this seesaw of behaviours to tailor their PPC marketing campaigns accordingly and increase their chances of turning their pennies into possibilities.
Let’s look at a straightforward guide which should help you navigate Seasonal Marketing easily.
Understand your audience –
Imagine a salesman pitching a shaving cream product to women, sounds absurd right? Therefore, it’s important to understand whom you are going to sell. Organizations or providers of PPC services in Navi Mumbai or anywhere else in the world need to take this point into consideration - different occasions appeal to different demographics. E.g. in Diwali families may look to buy stuff like dinnerware set to gift, during the valentine week couples are usually searching for items like jewellery and some stuff to impress their partner. Take some time, research, create targeted ads that resonate with your audience.
Adjust Keywords –
Keywords in an ad are like the steering wheel of a car, giving it directions. If your creative is great, including the copy, design and everything, but the keywords are subpar, then your ad is bound to fail terribly. Think of the terms that you would search for as a customer. Instead of just “lights” use the phrase “Diwali Lights” or during Christmas use “Christmas decoration” instead of "decoration”. To make your task easier, use tools like Google Keyword Planner.
Make it attractive –
“Jo dikhta hai vo bikta hai” (what is seen, sells) is the universal truth. As humans we are attracted to beauty, whether it be a bike, an artifact, a monument, a person, an animal or even an Ad. Attention follows beauty. If your ad looks good and commands the user’s attention, the chance of getting a lead multiplies significantly. In a festive campaign with offers, try to use the power of words and design to convey the message effectively. Keep it fresh, simple and relatable.
Tailor your landing pages –
Imagine a film with a promising trailer but the actual movie falls flat. This is how a customer feels if the landing page doesn’t match their expectations. For example, if your ad promotes a holiday sale, make sure that your page highlights the sale and is easy to navigate. Conversation rates can be surprisingly higher if your page provides a delightful user experience. Reward them for clicking on that Ad!
Monitor and adjust your budget –
Seasonal marketing requires a shift in the budget. During the prime seasons or the peak holidays, you may want to increase your spend in order to get more clicks. If your see any of your ads not performing well, don’t shy away from reallocating those funds to the better performing ones. Flexibility is the key. As one of the best digital marketing company in Mumbai with extensive experience, we have executed successful PPC campaigns for our clients. Remember the 2 words, “monitor & adjust”.
Schedule your ads wisely –
Imagine showing a vodka Ad to people in India during peak morning hours. Do you think the person would put aside all their tasks and spend time buying that vodka. Absolutely not, even though it is procured from Russia itself. Scheduling is a vital aspect in PPC campaigns. For instance, ads for Diwali shopping should run way before a month or during Dussehra, to catch the early shoppers. And if you have last minute deals, make these ads run just days before. Use scheduling features to play your ads at the best times.
Study and get smart –
After the holiday season, analyse your campaigns performances. Note the points like, what keywords performed better, which ads drove more traffic, etc. These insights will help you take better decisions in the future campaigns.
To summarize things, PPC marketing campaigns are not rocket science. If you are armed well with proper knowledge and methods, you will win the marketing battle.
May your ads bring in more traffic than you can handle!
Author - Rishi Vishwakarma (SEO Executive)
