Check the trend lines for impressions, clicks, and conversions do these show any noticeable rise or fall? If it seems flat, use the drop down menu above your sparkline charts to add a more granular view by changing it to Weekly or Daily. Look at your account by Year, Quarter, and Month. Use date comparisons to pull year over year data if possible that will go a long way toward confirming your conclusions. This can all be done at a high level, using the time-centric reporting available in the Dimensions tab. Those are all fairly obvious cases that we can arrive at from basic understanding of how these business work, but to really make the most of seasonality analysis, you have to really look at your year in detail. It could benefit from seasonal messaging that suggests they have travel deals specifically for Easter week. This ad is helping the website by providing a contact phone (especially good for mobile searches), and sitelinks. Travel businesses can focus around peak booking times that lead up to major school breaks and holidays. They’d benefit from Location Extensions to show the nearest store.) (Note: Hannaford is a chain local to New England, so they’re in good position. The two top side ads are well written to match the intent of the term, and provide addresses and the phone number to contact them for more information. Providing the nearest location and a link to a store locator sitelink is a great combination.ĭrug stores and locations with pharmacies can go after seasonal issues like flu shots. This ad is packed with trust boosting factors like a ratings extension, a review, social proof, and sitelinks that provide more detailed options while highlighting service benefits.Ī supply store such as this AutoZone in New Hampshire is definitely on point by focusing on ice melt now, but wouldn’t want to keep running those same keywords full speed in mid-July. Seasonality – Most businesses have a seasonality factor that influences top converting terms.Ī tax services center could focus on “ prepare 2013 taxes” now, but in September might focus on 3 rd quarter filing services for freelancers. Time Is On Your Side If You Understand How Time Affects Your Audience. These factors we use to target our keywords can be broken down into three main categories: timing, relevance to your audience, and relevance to your business. We use targeting in a similar way to shape our terms to boost their conversion potential. If our keywords are the raw material, then these major influencing factors are like the facets jewelers use to cut and shape a stone into a jewel. What is a major influencing factor? Elements that influence the behavior of your visitors, and elements of your business that influence your offerings and messaging. Start By Identifying Major Influencing Factors To Target Your Keywords. the Christmas season, Spring Break season).ĭomain Knowledge – the information you as a marketer possess about the business you’re working for and the industry you’re in. winter, summer) within the calendar year, or be based around certain recurring events (e.g. Seasonality – the variation of your business’s activity, typically over extended periods like weeks or months, that recur on a yearly basis. In PPC, this typically means setting up Campaign location targeting by selecting specific locations to show ads or excluding specific locations. Geo-targeting – relates to segmenting content based on location factors. In PPC, day-parting is set by choosing hours of the day on each day of the week to run your Campaigns or boost or lower your bids. Terms & Concepts We’ll Cover In This Include:ĭay-parting – a term borrowed from radio and television that refers to establishing a schedule to target your audience. Your future keywords will be better informed by your knowledge of the business and the audience. Your existing keyword set will benefit from tighter audience focusing. ![]() How to Watch Love Island UK From Abroad.
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