Seasonal Advertising: Strategies for Local Businesses To Utilize Now

ByOmar

Seasonal trends can make or break a local business, especially when it comes to advertising!

Local businesses need to be sharper than ever to capitalize on seasonal demand using Google Ads.

Whether you’re gearing up for Black Friday, holiday shopping, or even summer promotions, your Google Ads campaigns need to hit the mark.

Did you know that most of all online experiences begin with a search engine?

This means crafting an effective seasonal ad strategy can put you ahead of the competition in no time.

Let’s dive into some proven strategies to help your local business stay ahead during peak times!

When it comes to Google Ads, one thing I’ve learned the hard way is that timing is everything.

I remember a campaigns I ran for a painting company around November.

I was all pumped, thinking my new “amazing” keywords were going to bring in a flood of traffic.

Well, surprise! They didn’t.

I couldn’t figure out why my conversions were tanking until I realized something major, people the weather got too cold for people to want their exterior house painted.

Plus, the holidays were coming up. I don’t think people want their house being worked on when they are planning family get togethers or traveling away.

That’s when I really started to appreciate the importance of understanding seasonal trends in Google Ads.

Customers don’t behave the same way throughout the year, and if you’re running ads without taking seasonal changes into account, you’re probably leaving a ton of money on the table.

If you’ve been running ads for any length of time, you’ll start to notice the rollercoaster ride that is customer behavior.

I once read about an account that ran a campaign that sold outdoor gear.

Predictably, the peak sales periods were around spring and summer. But when the colder months rolled in, they could barely move any inventory.

They made the mistake of keeping the same budget allocation during winter that they had in July. That was a costly error.

The first thing you want to do is actually track what’s going on during different seasons.

In the example we are talking about, they didn’t consider that customers wouldn’t be buying hiking boots in December.

Now, I’m all about analyzing patterns.

Start by looking at your historical data if you have any. See when people are buying and adjust your ad spend accordingly.

If you know that sales always dip in the winter, either lower your budget or shift focus to different products or services that are more in-demand.

Also, it helps to pay attention to little behavioral cues.

For example, around tax season, people tend to be more cautious with their spending, but when those refund checks hit, they’re ready to splurge again.

This is a small thing, but it’s huge for planning your campaigns and getting better returns.

Identify Major Holidays and Events Relevant to Your Local Business

Now, let’s talk about holidays and special events.

I used to think that as long as you cover the big ones like Christmas and Black Friday, you were set.

Boy, was this a missed opportunity.

If you’re only targeting the big, obvious holidays, you’re missing out on a ton of local events that could bring in some serious traffic.

The Sturgis Motorcycle Rally is a motorcycle rally held annually in Sturgis, South Dakota. The client was a motorcycle dealership.

We were running display ads promoting some of their upcoming events on their calendar.

I didn’t expect much, but to my surprise, that campaign had a much higher click through rate (CTR).

We saw a noticeable bump in both clicks and impressions.

The lesson here is to pay attention to what’s happening locally—whether it’s a state fair, a big sporting event, or a community festival.

These smaller, niche events can drive traffic and conversions when you least expect it.

Also, don’t just think about the holidays that you celebrate.

If you’re targeting a more diverse audience, it’s super important to consider other cultural and religious holidays, like Diwali, Chinese New Year, or Ramadan.

These might not be on your radar, but they are definitely important for certain customers, and you can capture that audience if you plan right.

Google Trends is honestly one of the most underrated tools out there.

I didn’t start using it until a marketing course pointed out how powerful it can be for spotting seasonal trends and opportunities.

You can see exactly when interest in certain keywords or products starts to spike.

You can literally see how trends rise and fall, which makes it easier to plan campaigns ahead of time.

Another great tool is Google Search Console Insights.

If you’ve never used it, start today. It can show you more granular data on what people are searching for and help you find new keywords you hadn’t even considered.

It’s like getting a sneak peek into your audience’s minds. You can also use it to uncover long-tail keywords that may have less competition but still bring in valuable traffic.

Ultimately, by using both Google Trends and Insights, you can find those golden opportunities when customer interest is at its peak, allowing you to maximize your ad spend for the best possible returns.

So, don’t wait until the season’s already in full swing, start planning ahead and let the data guide you!

Keyword Research for Seasonal Campaigns

Keyword research for seasonal campaigns in the painting business is like searching for hidden gems.

At least, that’s how I view it.

I recall an attempt to create a seasonal campaign for a local painting company during the Summer season.

I thought I could simply use broad copy like “deck services” and call it a day.

Spoiler alert: it didn’t yield the results I expected. It was too similar to a general campaign.

I had to doing some more thinking.

After some trial and error, I discovered that diving deep into seasonal-specific keywords can truly make or break your campaign.

How to Target Seasonal-Specific Keywords

So, let’s start with targeting those seasonal-specific keywords.

The key here is to think like your customers.

For instance, in you are a roofer and it’s hurricane season. Then you can run keywords such as “storm damage roofing” or “hail damage roof repair”.

These are keywords that are directly hitting the sweet spot with potential customers.

You want to capture that intent, which is really what Google is all about.

Tools like Google Keyword Planner can help you find relevant seasonal keywords by showing their search volumes and trends.

I also recommend using Google Trends to see how specific keywords perform over time, especially during the lead-up to a season.

Creating Seasonal Google Ads Campaigns

Ah, the thrill of launching a seasonal Google Ads campaign!

There’s something special about timing your ads to align with holidays, sales events, or even just the changing seasons.

I’ve learned this the hard way, trust me, it’s not just about slapping a “sale” sticker on your ads and calling it a day.

It’s about creating a whole strategy that resonates with your audience.

Structuring Your Campaigns Around Seasonal Events

Let’s start with the structure.

What works best is to focus on one or two major seasonal events each quarter.

If you’re in a local service-based business, such as a landscaping company, focus on creating targeted promotions during peak seasons like spring, when homeowners are eager to enhance their outdoor spaces.

Additionally, consider events like Earth Day, when many people are interested in sustainable practices, or the start of summer, when clients may want to prepare their yards for gatherings.

Each of these moments offers a unique opportunity to tailor your marketing efforts, and aligning your campaigns with these events can significantly increase client engagement and interest in your services.

Also, segment your campaigns.

Create separate ad groups for different holidays. This not only makes it easier to manage your ads but also allows you to customize messaging.

Doing this, will get click-through rates soared! Targeting specific audiences with relevant ads means they feel like you’re speaking directly to them, rather than shouting into the void.

Crafting Engaging Ad Copy That Incorporates Seasonal Language and Urgency

Next up is the art of writing ad copy that really pops.

I remember reading about a time some ads getting launched for a Halloween campaign with generic copy.

Big mistake. The ads didn’t spark excitement or urgency.

The key is learning to incorporate seasonal language that truly captures the spirit of the holiday.

Words matter.

For instance, using phrases like “Limited Time Offer,” “Fall into Savings,” or “Spooktacular Deals” can create a sense of urgency.

People want to feel like they’re really are getting a good deal, something that is only in sale during the special season.

Start infusing seasonal phrases into your ads, and watch response rate increase.

These work good on ad copy on the website or landing page. Using emojis can make your ads stand out in a crowded space. A little pumpkin or snowflake can go a long way in grabbing attention.

Setting Appropriate Budgets for Peak Seasons Versus Off-Seasons

Now, let’s talk about budgeting.

Setting the right budget for your campaigns can feel like a guessing game.

Initially, I treated all my campaigns the same, which left me scratching my head when results didn’t match my expectations.

Here’s what I do now: I allocate more budget to peak seasons while dialing it down during off-seasons.

It’s all about being strategic.

For example, I might ramp up spend during the holiday season when competition is fierce and customers are ready to buy.

On the flip side, I’ll cut back during slower months, focusing on brand awareness or remarketing campaigns instead.

This approach not only maximizes my ad spend but also helps maintain a healthy return on investment.

This is just an idea. Your business and campaign goals could vary greatly. The point is to make some adjustments to account for seasonality.

So, if there’s one takeaway from my seasonal campaign adventures, it’s this: plan ahead, tailor your messaging, and adjust your budget accordingly.

By treating your seasonal campaigns with the care they deserve, you’ll engage your audience more effectively and boost those conversion rates like never before.

Targeting Local Audiences for Maximum Impact

So, let’s talk about targeting local audiences and how crucial it is for any business wanting to make a mark in their community.

When I first dipped my toes into the world of digital marketing, I thought my audience was everyone, everywhere.

I quickly realized that casting such a wide net wasn’t only exhausting; it also diluted my efforts.

Over time, I learned that honing in on local audiences can lead to maximum impact, especially during those seasonal promotions when everyone’s scrambling for attention.

Geo-Targeting to Attract Local Customers During Seasonal Promotions

let’s start with geo-targeting.

Picture this: it’s summer, and your local ice cream shop is gearing up for a big promotion, buy one, get one free on sundaes.

You could run ads that blanket the entire state, but if your shop is in a small town, that’s probably not the best strategy.

I send some Google ads accounts do this during a holiday sale, thinking more views equated to more sales.

Spoiler alert: it didn’t. It ends up wasting a good chunk of the budget on clicks from folks who lives hours away.

What really turns the tables is switching to geo-targeting.

By setting the radius to just a few miles around the shop, you would get a significant uptick in foot traffic.

It’s amazing how effective a well-placed local ad can be.

Use tools in the location targeting setting to target specific zip codes or even a radius around your business location.

Remember, seasonal promotions are about capturing the attention of those who can actually walk in and benefit, not just anyone with an internet connection.

Customizing Ad Extensions for Local Relevance

Let’s touch on ad extensions (now formally called assets).

These nifty little tools can make a world of difference in how relevant your ads are to local customers.

One thing I learned is that simply current promotions can drastically improve click-through rates.

If you have a concrete coating business, instead of just a bland ad, you can use the handy promotion extension to showcase your $500 off Summer sale.

You can even utilize the Sitelink Extension and create a link to your promotions page. When your ad appears it gives users a one click access straight to your promotions.

So, take the time to customize your ad extensions, don’t just stick to the basics.

Include things like store hours, phone numbers, and links to seasonal promotions.

It gives potential customers everything they need to make a quick decision, and trust me, they appreciate it!

Using Location-Based Keywords

Let’s dive into using location-based keywords.

This was another game-changer for me. When I first started using keywords, I thought “best painting company” or “affordable bathroom remodeling” would cut it.

But I quickly learned that if you’re not incorporating local phrases, you’re missing out big time.

The moment I started adding keywords like “painting company in [Your Town]” or “affordable bathroom remodeling in [Your Neighborhood],” I started to see some extra conversions come into the account.

For instance, I worked with a painting company that needed some location keyword targeting.

We looked at the major cities in the area that we were targeting and plugged those in as keywords. We even threw in some minor cities for even if the search volume was low.

Be strategic with they location based keywords.

Use them in your headlines, descriptions, extensions if it makes sense, and of course on your landing page.

Just remember, the goal is to make it easy for locals to find you—so make those keywords work for you!

Optimizing Landing Pages for Seasonal Campaigns

Seasonal campaigns present a unique opportunity to engage customers in a relevant and timely manner.

By creating optimized landing pages specifically tailored to these campaigns, you can capture the excitement of the moment and drive higher conversions.

This approach not only highlights your seasonal offers but also enhances the overall user experience, making it easy for visitors to understand the value of your products or services.

In this section, we will explore key strategies for optimizing landing pages to make your seasonal campaigns truly stand out.

Importance of Creating Dedicated Landing Pages for Seasonal Offers

Creating dedicated landing pages for seasonal offers is crucial.

Think about it: when people click on a link promising a fantastic holiday deal, they want to land somewhere that’s not just a regular page but an immersive experience.

It’s like walking into a store that’s been decked out for the holidays versus one that’s just there.

For instance, during a winter campaign, I launched a landing page with a countdown timer for Christmas sales.

It didn’t just inform visitors about the discounts; it created urgency!

Customers could feel the excitement, and it made them want to grab those deals before time ran out.

Trust me, investing time in creating a dedicated page is totally worth it.

Best Practices for Designing Landing Pages That Resonate with Seasonal Themes

Now, let’s talk design.

When it comes to seasonal landing pages, the visuals are everything.

Trying to stick with the brand’s usual color palette during a spring campaign is not being creative.

Integrating seasonal color schemes and visuals is vital for resonance.

For a spring campaign, soft pastels and floral graphics worked wonders, making everything feel lively and inviting.

Here are some best practices:

  1. Seasonal Visuals: Use imagery that reflects the season. Think snowflakes for winter, leaves for fall, or beach vibes for summer. This immediately sets the tone.
  2. Color Schemes: Choose colors that evoke the season. Rich reds and greens for the holidays, vibrant yellows and blues for summer, and cozy earth tones for fall. This gives your landing page an instant seasonal makeover.
  3. Consistent Messaging: Make sure your content matches the visuals. If you’re promoting a holiday sale, ensure your messaging reflects the urgency and excitement of the season.

Don’t forget about mobile optimization, either! I once had a landing page that looked fantastic on desktop but was a hot mess on mobile. So, always preview how it looks across different devices.

A/B Testing Different Landing Page Elements

Once your landing page is live, the fun really begins!

A/B testing is where you can uncover what works best for your audience.

I’ve learned the hard way that not all headlines or images resonate the same way.

And should experiment with images and CTA buttons.

For instance, changing the color of the CTA button from blue to a vibrant orange during a summer campaign made it pop more, these kind of small experiments really can make a difference in your click through rate.

Optimizing landing pages for seasonal campaigns is a mix of creativity and strategy.

By creating dedicated pages, embracing seasonal designs, and rigorously A/B testing, you can turn those fleeting seasonal offers into memorable experiences that resonate with your audience and drive conversions.

Trust me, once you get the hang of it, the results can be absolutely thrilling.

Final Thoughts

Mastering seasonal advertising strategies on Google Ads can be a game-changer for local businesses.

By understanding seasonal trends, targeting the right keywords, and creating tailored campaigns, you can drive more local traffic and boost your revenue.

Don’t let another holiday season pass without maximizing your Google Ads potentia.

Ready to create a successful seasonal strategy? Get started today and watch your local business thrive throughout the year.

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