Kick-a** PPC tips recap: timing and seasonality

Published: March 21, 2014

Author: Molly Shotwell

In case you missed it — and there’s probably no way you caught all 100 — we kicked off last year with a #100PPCtips100days series on Twitter, and we’re recapping them by category for you each week! (Note: click on each tip to read an expanded blog post.)
Today’s installment: kick-a** tips on timing and seasonality!
TipIf your brands do TV campaigns, piggyback on them in your SEM bidding and capitalize on demand boosts.
TipNEVER launch new campaigns, keywords or ads right before the weekend or holiday.
TipSeasonal accounts? Use the offseason to schedule and design landing page tests.
TipStart connecting with your target Facebook audience before Black Friday when the clicks are cheaper.
TipKeep track of big TV events (e.g. London Olympics for travel sites) and beef up relevant campaigns accordingly.
TipAccount downtime (Fri. before a 3-day weekend) is good for negative keyword audits and device targeting review.
Tip: Dial back lead gen spend for hours when the sales team isn’t working.
TipPay close attention to day and day-of-week parting in B2B campaigns.
TipHoliday-friendly products or services? Create a calendar around holidays and bid aggressively.

Stay tuned for our next recap: social media!

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