Increase your seasonal industry knowledge

Your client has agreed to create a seasonal marketing plan and you are in charge of determining when budgets should be increased and decreased. Now what? You may know online marketing but how much knowledge do you have of their specific industry or seasonality? Let us help!

Industry and Seasonality knowledge  -
Again using Insights for Search, you can gain valuable search knowledge on a specific industry. We previously mentioned determining search volume for specific keywords, but did you know you can determine search volume for specific industries? Additionally, you can drill down for even more granular data because Insights for Search shows you data for sub-industries as well. By installing the Insights for Search iGoogle gadget on your iGoogle homepage, you can monitor the search terms related to an event to see what people are actually searching for and when traffic begins to spike.

In the example below, we used Insights for Search and pulled together information from the Shopping Industry and the Mass Merchants and Department Stores sub-industry. Using the data gathered from the tool as well as general knowledge of the department store industry, we created the graph below. As you can see in the graph there are distinct peaks and valleys in search volumes based on events happening throughout the year. Some major events that affect the search volume may include January sales, Valentine's day, Mother's day, Easter, back to school season, etc.

Once you have gathered seasonal data for your client's specific industry, sit down with them and potentially create a similar map together. Armed with this knowledge, you'll be able to make smart decisions for your client's seasonal campaigns. Be prepared and have a campaign ready for the start of each major event to anticipate and capture all of the searches right from the start.

Department Store Seasonality Graph

Focus on all products
Following through with the department store example from above,
there are very few companies advertising online who only sell one specific product or are only profitable during one period of time during the year. Look at your client's website or take the time to browse their store or catalogue. Review their product range and create a flow of individual campaigns that can continue throughout the year. Does your client have a single product that is profitable year round? Build out advertising for this product specifically. If you can prove a product consistently returns positive profit margins, then it makes sense for this product's campaign to run on AdWords, generating more and more gains. There may be other products where you want to change ad distribution or budgets based on the time of year.  Map out your clients' products based on seasonality and focus on creating an online marketing plan that mimics your newly created seasonality map.

Department Store Seasonality Graph with Products