As a business owner, there are ups and downs, there are seasons. To name a few:
Valentine’s Day, Mother’s Day, Christmas Day, Labor Day, New Year, Good Friday, National Day, Easter’s Day, Halloween.
During these various holidays, sales tend to spike up. People get a day or two off work, and they are ready to spurge their hard-earned money.
For a few days. Search traffic will increase rapidly, wallets are loose, brands that prepared diligently can ride the wave up and enjoy the full benefits of increased revenues and sales.
Traffic during seasons
Even if it’s only for a few days. Maybe only a weekend. But people don’t understand this; it adds up to weeks that might matter at the end of the year.
Let’s say that there are an average of 10 seasonality periods in a year. Each lasts for 3 days. That’s 30 days of boosted sales you can take full advantage of!
If only you know how.
A brick and mortar store has a limited amount of inventory. It knows that it can stock more during these periods, paired with diligent marketing, ride off the waves and get the goods out of the door efficiently.
If you own a flower business, then you will see up sales a few weeks leading into Valentine’s and Mother’s Day.
If you own an office supply store, you must memorize the periods before every school semester at the back of your mind.
Google Trends help you see all this.
A simple search of a flower business will show a surge in traffic by 300% during a week in February. And about 200% during a week in May.
I guess flowers are more popular on Valentine than Mother’s Day.
If we look at the week of February. The first sign of the wave started on Feb 6 and ended on February 14. That’s 9 days.
You can run seasonal campaigns and have to create customized advertising messages to welcome the surge of buyers that will likely be looking for your products during the few weeks.
During the seasonal period, most businesses will experience a surge in impressions on their ads as customers frantically are searching and buying things online.
Therefore it’s important to remember to create a promotional campaign targeted toward them. You will also need to increase your bidding and budget as you are likely to get increased click costs and conversion rates as the competitive landscape starts gets busy!
Most businesses are not preparing for surges in seasonal traffic so this is the best time if you are ready and prepared!
Also, you can start producing fresh content if you have a blog. So when the wave hits, you reap the rewards by being placed on top of the organic search, while your competitors scramble around to put scattered pieces together last minute.
In conclusion, the early bird catches the worm, only because its competitors are still asleep! Start pre-empting your industry with Google Trends and put your marketing resources to work early!
Cyrus is a search advertising professional. He is currently certified in Google Ads, Advanced Google Analytics, Analytics For Power Users, Tag Manager, and Data Studio. He is also a Google Partner, which is awarded by Google to agencies who have achieved a high level of competency in driving their client’s results with Google Ads.
In his free time, he likes to write and research on different advertising techniques and ad pioneers.