If you've ever considered pausing your advertising campaigns during seasonal lows or short-term events, you might want to think again. Maintaining your ad presence consistently can actually be more beneficial than reacting to short-term market fluctuations.
Understanding Audience Engagement Throughout the Year
First off, think about your audience. At any given time, 99% or so of people in the general population will not be interested in your ads as they won't have need of your product or service currently or ever. But - with the right targeting and optimisation - your ads are still reaching the 1% of people that are interested. That's how digital ads work.
Now, during perceived lower periods, your audience interest in your ads doesn't vanish overnight. Statistically, a vast majority of the general population might not need sun lotion at any given moment. But unless you sell sun lotion in winter exclusively to couch potatoes that don't go on holidays, there's always going to be some demand. And that's why you'll always be able to find it at your local supermarket. Even if this figure shifts from 99% to 99.5% disinterest during a seasonal dip, there's still 0.5% of people who are potential customers. And that's exactly the audience that you should be reaching with your ads.
The Role of Ad Algorithms and Targeting
Ad platforms are equipped with sophisticated algorithms designed to pinpoint and engage with this interested minority effectively. These systems are continually working to find and serve your ads to the small percentage who are looking for what you offer, regardless of seasonal trends. This means that even in slower periods, there are always eyes on your ads that could convert into customers.
Cost Management vs. Visibility
During these quieter times, you might notice a slight increase in the percentage of uninterested viewers. A common knee-jerk reaction might be to slash your ad budget significantly. However, reducing the budget doesn't necessarily mean stopping your ads altogether. It's about finding a balance where you can manage costs without sacrificing visibility.
For example, during a recent adjustment for a Google ads campaign of one of our more seasonal clients, we noticed that by slightly lowering the budget, the cost per conversion remained stable or even improved. This indicated that people were still engaging with the ads - they were still searching, clicking, and converting.
Long-term Brand Recall and User Acquisition
And there's another piece to the strategy we haven't considered yet. By keeping your ads running - even at a reduced capacity - you ensure continuous exposure. This consistent presence keeps your brand top-of-mind. So, when someone does need sun lotion, your brand is likely the first they think of, not your competitor's. Advertising isn't just about immediate conversions; it's also about planting seeds for future business. This is particularly true for products or services where the need is sporadic but urgent when it arises.
Real-Life Example: Maintaining Ad Momentum
Consider this scenario: We recently worked on a campaign for a client with a marketplace in the babysitting niche. Even during a seasonal low, we observed that the cost per conversion remained robust when we made a small adjustment to their ad spend budget. We still saw similar performance metrics, like engagement and result rates. This suggests that the quality of interaction didn't drop and we were still reaching people that were interested - we only saw slightly lower volume. Therefore, by maintaining the campaigns, albeit with adjusted budgets, the ads continued to perform well and drive registrations.
Actionable Steps to Implement:
- Review Historical Data: Look at past trends to understand how demand fluctuates and plan your budget adjustments accordingly.
- Adjust, Don't Halt: Instead of stopping campaigns, tweak your budget and targeting to stay efficient without going dark.
- Monitor Performance Closely: Keep an eye on your key performance indicators like cost per conversion and engagement rates. Adjust as needed but maintain presence.
Conclusion: Why Expert Guidance Is Crucial
Navigating seasonal trends in advertising requires more than just tweaking budgets - it demands a strategic approach grounded in data and foresight. An expert can help you analyze performance metrics to identify what’s working and where adjustments are needed, ensuring your campaigns remain efficient and effective. They can advise on the right budget adjustments to maintain visibility without overspending and help craft a long-term strategy that avoids common pitfalls, such as going dark and losing customers to competitors who stayed in the game.
By working with a professional, you'll not only weather seasonal dips but also position your brand for sustained growth and stronger market presence. Ready to take the guesswork out of your ad campaigns? Book a free consultation today at holschuh.co.uk, and let's create a strategy tailored to your long-term goals.
