boost schedules<\/a>, where bids are increased or decreased for specified time periods, enables search marketers to proactively optimize for RPC and conversion rate fluctuations.<\/p>\nAssigning individual boost schedules across business lines provides the flexibility to bid aggressively or dampen bids for in-season and off-season products or services, respectively. Furthermore, quickly identifying and implementing a time-of-day or day-of-week dayparting strategy allows search marketers to optimize campaigns for cyclical effects on customer behavior.<\/p>\n
2. Factor Conversion Latency Into Bid Calculations<\/strong><\/p>\n<\/strong>Conversion latency, the time between the initial ad click and the conversion, varies across advertisers and business lines, ranging from same session to many months. In order to optimize bids using a complete picture of paid search performance, search marketers need an automated way to exclude the most recent days from bid calculations.<\/p>\nDynamically extending or shortening this rolling window based on business needs enables search marketers to account for varying conversion latencies when maximizing conversions and revenue across business lines.<\/p>\n
3. Identify & Exclude Outlying Data<\/strong><\/p>\n<\/strong>Throughout the year, advertisers experience increases in RPC or conversions due to promotions as well as decreases resulting from stockouts or off-seasons. Platforms that provide multi-layer filters and alerts enable search marketers to manage by exception and quickly identify significant fluctuations in performance.<\/p>\nAccounting for these periods of irregular paid search data is critical to optimizing campaigns for seasonality. Consequently, search marketers require a simple approach for excluding specific dates and date ranges from bid calculations across campaigns and business lines.<\/p>\n
4. Align Campaigns With Promotions & Products Or Services<\/strong><\/p>\n<\/strong>Updating ad creative to reflect seasonal promotions and expanding campaigns to align with in-season products and services requires a scaled workflow. To ensure a relevant consumer experience and immediately capture new conversion and revenue opportunities, search marketers need the ability to quickly find and replace old ad promotions and efficiently build out new product- or service-specific keyword lists.<\/p>\nReview Your Strategy For Seasonality<\/h2>\n
Even with the holiday season in full swing, there are still ways for advertisers to account for seasonality and prepare for 2014. Start generating a boost schedule by monitoring and reporting on daily RPC or conversion rates. These analyses will come in handy when implementing boost schedules throughout the year. Isolate time periods of irregular performance and exclude those days from bid calculations.<\/p>\n
Staying in-tune with your search campaigns throughout the holiday season is just as critical as preparing for the holiday season. In the end, optimizing for seasonality will enable advertisers to remain competitive during the busiest times of the year and maximize revenue outcomes.<\/p>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
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