PPC is a fairly simple system to set up. Once you start to make a profit off of it, it can be easy to get lazy and just leave the ads alone each month. This is a mistake as there are plenty of opportunities to make money on seasonal terms.
Seasons, there not just for vacations anymore! Seasons represent nice little pockets of profits you can incorporate into your PPC campaigns. Keyword phrases that might produce nothing for eleven months out of the year suddenly become revenue producers.
When talking about season keywords, there are obvious opportunities that come up. The biggest is, of course, Christmas. While there is a ton of interest in Christmas oriented keyword phrases, profits can be iffy as people tend to crank up the bids. The same goes for any universal seasonal issue such as Mother’s Day, Valentine’s Day and so on.
To make out like a bandit, it is better to focus on season terms that are particular to your niche. This helps your profitability because it eliminates a large cross section of sites not in your niche that might nonetheless compete with you to achieve rankings. For instance, any site selling a product is going to go after Christmas keyword phrases and you are going to have to compete against them.
So, how do we find seasonal, niche terms? Obviously, the exact terms are dependent upon your niche. To get a feel for the process, let’s look at an example.
Let’s assume you have a site dealing with taxes in one way or another. Obviously, your high season is the first quarter of each year before tax returns must be filed. The problem, of course, is this is no secret, which means you have a lot of competition. Many tax sites, however, go into hibernation after April and don’t crank back up till January of the next year. What a mistake.
As you probably know, many people and businesses file extensions on their taxes. This essentially means there is a second tax season starting in August and running through October. During this period, these potential customers need help with their taxes. While your competitors snooze the days away on the beach, you can make a killing by tweaking your PPC campaigns to take advantage of this opportunity.
PPC campaigns often carry a large laziness factor. Don’t fall for it. Make sure you get a feel for all the potential seasonal situations you can take advantage of. It is a great way to get an edge on your competitors.
Halstatt Pires provides PPC Management services at MarketingTitan.com.