Google Shopping is never a “set it and forget it” proposition—especially if your product catalog experiences seasonality.
Holiday. Spring. Back-to-school. Mother’s Day. Whatever your seasonal peaks are, your usual Google Shopping campaigns most likely need tinkering to take advantage of the increased traffic to your site.
Since there’s plenty where that came from, we put together an e-book that dives into everything seasonality in Google Shopping. 10 Moves to Master Seasonality in Google Shopping covers the strategy and tactics to help you market your seasonal product catalog on Google Shopping.
Give it a read to learn how to improve campaign performance during your peak sales seasons, and, just as important, how to avoid wasting spend during your off seasons.
What Is Retail Seasonality?
Retailers define seasonality in a few different ways. At its simplest, seasonality is a change in traffic. You’re “in season” when consumers want to buy your products (indicated by a traffic boost) and “out of season” when they don’t (indicated by a traffic lull).
Seasonality is sometimes accompanied by changes to other metrics, including orders, average order value (AOV), and conversion rate. However, these KPIs can remain steady when increased traffic is mostly comprised of casual shoppers rather than serious buyers, because that traffic quality is diluted.
Do I Need to Create Seasonal Campaigns in Google Shopping?
The most successful Google Shopping campaigns are driven by data, not intuition. If you’re seeing fluctuations in the KPIs that determine your goals—which often happen during seasonal periods—you should adjust your campaigns and/or bids.
On that note, the weather comes up a lot in our conversations with retailers. An unusually warm winter, for example, can hamper sales, making it even more important to understand what capabilities are at your disposal to overcome seasonality challenges—both foreseen and unforeseen.
Why Is It Equally Important to Optimize My Google Shopping Campaigns for Peak Sales Seasons as It Is for Off Seasons?
A change in traffic is a change in traffic—regardless of whether that change is up or down. If you have a general idea of when your seasonal declines begin, you can be better prepared to make any adjustments to your Google Shopping campaigns and product bids when you see impressions and conversion rates fall in your AdWords data.
What Seasonal Trends in Retail Are Important to Me?
Retailers experience seasonality differently depending on their product catalogs, where their products are available, etc. The e-book shows you an exercise for identifying your seasonal trends and covers ways to make the most of them.
How Much of This E-book Should I Read?
If you’re new to managing seasonality in Google Shopping, we recommend reading the entire e-book. We set it up so that it takes you through the strategy that should guide your decision making, followed by tactics for managing seasonality.
If you’re already familiar with managing seasonality in the channel, we tried to make it easy to identify which topics you’d like to learn more about or revisit later.