We’ve already done a post talking about how you should figure out the best time of day or day of the week to show your ads, but it might also be a good idea to weight your budget based on the time of year.
Time flies like an arrow; fruit flies like a banana
While there are certain times of the day or days of the week that may make little sense for your ad to show, it is likely that you want your ads to display all year long. However, there are particular times of the year or month that you may want to have a larger ad budget, which means you may want to consider having different budgets for different time frames. For example, retailers are likely to want to spend a lot more money around Christmas, so they need to have a smaller ad budget the rest of the year to afford more advertising in December.
Christmas isn’t the only time that businesses should ramp up spending. Automotive repair shops and HVAC businesses may see significant boosts in sales by increasing advertising for A/C repair services during the summer. Holiday weekends may be a great time for car rental businesses and hotels to increase their ad spend. If you’re in a B2B business, you may find that budget allocations are normally made during a certain time of the month, so you’ll want to advertise the most when there’s money to be had.
Whatever your super special time(s) of the year is, you should be stealing from your ad budget for the rest of the year to ensure that when the time comes, you have money to spend.
When is it your time to shine?
If you have been in business for a while, you can probably look at yearly sales reports to see when you have the biggest upticks in sales. However, if you’re not sure when your prime advertising times might be or you’re looking for additional opportunities, you can see Google’s keyword volume forecast in the Tools section of your AdWords account in the Keyword Planner. Whatever type of business you run, there are times of the year that you’ll get more bang for your buck (why do we want our money to provide explosions again?), and you should figure out when those times are.
Animation from Dexter’s Laboratory TV