When managing an AdWords account, foresight is imperative.
Understanding upcoming seasonal events and trends and how they relate to the product or service you are selling is a vital skill for any AdWords marketer.
Consider this; you own a lawn mowing business and are currently advertising online. At the moment you are only running generic ads, yet you are still getting a steady amount of enquiries through your website.
Although it is fantastic that you have optimised your campaigns to the point where they are generating a stable revenue stream for you, now is not the time to rest on your laurels.
Google AdWords campaigns require continual optimisation and maintenance in order to maximise any opportunities that may be missed with a ‘set and forget’ style of AdWords management.
For an example of how your mowing business might leverage itself off some major holidays and events during the year, you might consider running ads like:
You can also create new keyword lists, adjust your daily budgets, create new landing pages for your ads or utilise a variety of other common AdWords techniques in order to help you capture some of the increased traffic and online spending that occurs during these periods.
The trick however, is not just to simply capture the extra traffic, but to harness the ‘spirit’ of the event, holiday or season in your strategies.
Remember: Sell the sizzle, not the steak.
