Paid Search Advertising Seasonality: It's Hot, Then It's Cold; It's Yes, Then it's No

In a digital world that is more dynamic than ever, understanding the subtle influences on your eCommerce business can offer a significant competitive advantage. Among these, one duo reigns supreme yet is often misunderstood: the time of year and the weather. As Europe and the USA bakes in a heatwave (as of writing in July 2023), maybe it's time to reflect on how to best capitalize on this for your business.

Just as the changing seasons and weather conditions affect consumer moods and behaviours, they also significantly impact online PPC shopping trends. As an eCommerce CEO, aligning your paid search advertising strategies - in traditional Search Ads and Google Shopping - with these changes can drive traffic, increase conversions, and amplify your ROI. Here's how:

Seasonality and Consumer Demand

Consumer demand fluctuates throughout the year, often in predictable cycles, but so also does competition (cost-per-click). Holiday seasons, for instance, see a surge in online shopping as customers search for gifts and deals but this can sometimes be countermanded by overspend by brands, leading to the shoulder seasons being exceptionally cheap (October and February). By ramping up your paid search advertising during these peak periods, you can effectively capitalize on increased consumer activity and demand.

However, remember that seasonality isn't just about major holidays. Smaller events, regional celebrations, or even changes in the school year can create shifts in demand for certain products. Keeping an eye on the calendar and planning your paid search advertising in advance will ensure you're ready to catch these waves of consumer interest.

Also keep something in your back pocket around the financial year. Plenty of UK brands have to slam the brakes on PPC budget in March, for example, as the end of the financial year approaches and the piggy bank runs dry. This means cheaper CPCs - sometimes up to 65%, in our experience!

Weather Impact on Buying Behavior

The impact of weather on consumer behavior is more immediate and less predictable. A sudden heatwave can decrease the number of desktop impressions available on PPC Ads as people are outdoors, while an unexpected cold snap can have customers scrambling for warmer clothes or heating equipment on their mobiles. Paid search campaigns can take advantage of these spontaneous buying behaviors by carefully using the insight and demand monitoring tools available in platforms like Google, Amazon and Bing.

Weather-triggered advertising, where ad spend and messaging changes based on real-time weather conditions, can be an excellent tool in your arsenal. By integrating weather forecasting data into your marketing strategy, you can trigger specific ads to a target audience based on the local weather conditions. This level of personalization can improve ad relevancy and increase click-through rates (CTR).

Adaptation of Advertising Content

Going deeper on the above, the content of your advertising also needs to reflect these seasonal and weather changes. Visuals and ad copy that align with the current season or weather can increase consumer engagement. For instance, during winter, ads showcasing products in cosy indoor spaces resonate more with consumers. Similarly, in summer, ads featuring people and summer fashion can see up to 35% higher engagement according to a study done on one of your clients.

In addition to the visuals, your ad copy can also benefit from seasonal keywords. Consumers’ search terms often change with the time of year and weather, and having these in your ad copy can improve its relevance and ranking.

Seasonal Budget Allocation

Allocating your ad spend according to seasonality and weather trends can ensure you get the most out of your budget. During periods of high demand or inclement weather (leading to glut of ad impressions), it's wise to increase your ad spend to capture as much of the market as possible. Conversely, during slower periods, you can decrease your spend or use it to target longer-term goals, like brand awareness, through different ad types and devices than you normally would.

In conclusion, the time of year and weather significantly influence consumer behaviour, and by extension, the success of your paid search advertising strategy. Incorporating seasonality and weather trends into your strategy can help you stay relevant, drive consumer engagement, and ultimately boost your bottom line.

Remember, as the eCommerce landscape grows increasingly competitive, staying attuned to these subtle influences and adjusting your strategies accordingly is not just an option; it's a necessity. Our team is ready to help you navigate these waters, leveraging data and experience to ensure your paid search advertising strategy harnesses the full potential of the seasons and weather.