Ad Writing Secret: Taking Into Account Seasonal Changes

An important aspect to keep in mind when setting-up your AdWords campaigns is that many markets see a significant change based on seasons or recurring events.

Many business owners are aware of changes that take place.  However, they fail to account for them in their AdWords campaigns.

A tool to help you see varying search queries over time is the Google Insight tool over at:

• http://www.google.com/insights/search/

Here's a snapshot for "Halloween Costume:"

Now, this is a dramatic example.  Most markets won't be this extreme.   But, let me ask you this:  Do you think the person searching in December or September is the more likely buyer?

Chances are, the people searching in these two months have completely different mindsets.  In August, they likely begin thinking about it.  In September, it's on the forefront of the consumer's mind.  They likely start discussing it with friends.   In October, they start buying.   By the time December rolls around, the person searching may be doing it for curiosity or some other event requiring a costume.  Nobody is likely shopping for next year's halloween.

As a result, your ad will probably want to be significantly different in December versus September.  You may not even want to focus on Halloween in your ads and just focus on costumes in general.

Simply, go-ahead and input your keywords from your market into this tool.  Then, look for trends in search patterns.  It can tell you a lot about the mindset of your searchers and what they are wanting.  You may then be able to get an edge over your competition by having ads that address your client's changing seasonal needs.  While their ads remain the same, yours stand-out.