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!
Tip: If your brands do TV campaigns, piggyback on them in your SEM bidding and capitalize on demand boosts.
Tip: NEVER launch new campaigns, keywords or ads right before the weekend or holiday.
Tip: Seasonal accounts? Use the offseason to schedule and design landing page tests.
Tip: Start connecting with your target Facebook audience before Black Friday when the clicks are cheaper.
Tip: Keep track of big TV events (e.g. London Olympics for travel sites) and beef up relevant campaigns accordingly.
Tip: Account 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.
Tip: Pay close attention to day and day-of-week parting in B2B campaigns.
Tip: Holiday-friendly products or services? Create a calendar around holidays and bid aggressively.
Stay tuned for our next recap: social media!