Knowing Your Paid Search Seasons Part 1

Katherine Bennett - December 28, 2011

When is the best time to sell heaters? How about lawn mowers?  It is a company’s business to know when their seasons begin and end. For example: toy companies do their main advertising from mid-October through December and air conditioning companies do their main advertising from mid-May through October.  Seasons also apply to the world of paid search. Therefore it is important for companies to know their paid search seasons and adjust their online strategies accordingly.

It is always valuable for a business to have a paid search presence. However, it is vital to know when to slow down or throttle up paid search advertising. The main time to throttle up paid search spending is right before the busy season. Each client knows that their sales/leads tend to spike and maintain a high during certain parts of the year. Once a business has defined their busy season, they need to translate this knowledge to their paid search efforts. On the same note, when the busy season ends, it’s good to slow down the paid search spend, so that a wealth of funds can be used for your busy season. For example: Company A sells insurance, and May thru September is their busy season. For the months of April thru September they spend $10,000 a month. They ramp up in April for the surge that will start to take place in May. When Company A slows down in October, they lower their budget to $7,000 and maintain that monthly budget through the end of March. They are spending 30% more during their busy season and still maintaining a presence during the slower months.

Once a business understands their paid search seasons, they can make the necessary changes to their advertising budget.  By making these adjustments, a business is able to make the most of their paid search efforts. For some businesses, the paid search seasons can become a little more complex, which will be discussed in Part 2.