Pay Per Click (PPC) marketing can be an effective way to drive traffic and increase sales, but how you manage your bids during high-conversion periods can make all the difference. Google Ads' seasonality adjustment feature is a tool designed to help advertisers make the most of these periods.
What is Seasonality in PPC?
Seasonality refers to the natural ebb and flow of consumer activity, influenced by holidays, sales events, or seasonal trends. In PPC marketing, the seasonality feature allows you to manually adjust your bids to capture more clicks and conversions during these busy times.
For instance, if you’re running a PPC campaign for a fitness brand, you’ll likely see a surge in interest during January when people make New Year’s resolutions to get in shape. By using the seasonality adjustment tool, you can increase your bids during this period to ensure your ads are shown more frequently, thereby increasing your chances of conversions.
Setting Up Seasonality Adjustment in PPC Campaigns
- Log in to Google Ads: Navigate to the Bid Strategies section.
- Create a Seasonality Adjustment: Input the start and end dates for your peak period and adjust the expected conversion rate accordingly.
- Monitor and Refine: After applying the seasonality adjustment, keep an eye on your campaign’s performance. Adjust conversion rate predictions for future campaigns based on actual results.
This small but powerful tweak can dramatically increase the efficiency of your PPC campaigns during high-conversion periods.
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