Recurring events and seasons can provide fantastic opportunities for businesses to boost commercial performance and create meaningful engagement with a wider repeat audience.
The opportunities to immerse yourself in organic seasonal marketing campaigns around localized exhibitions and pop stores to vast music festivals and industry-leading shows should not be overlooked.
Selecting the right keywords for performance marketing campaigns during seasonal highs is a challenge. With tons of competition, prices can surge to unsustainable levels. Plus, the high cost of SEO campaigns might be harder to justify when there’s a lower return on investment.
Instead of relying solely on a manual approach, businesses can use predictive search to prepare for seasonal events and optimize campaigns accordingly. Predictive search enables marketing professionals to develop hypotheses and generate relevant keywords ahead of a seasonal peak.
Using predictive search, marketers can identify seasonal trends, build up keyword lists before the seasonal period begins, and set marketing strategies that reflect these trends. This enables marketers to reduce their overall spending while still achieving maximum reach and performance.
How Predictive Search Can Be Used for Seasonal Marketing?
Predictive search can help you accurately anticipate the demand for seasonal products or services by analyzing historical data, identifying trends, and uncovering new customers.
By understanding what customers are searching for, you can create a seasonal marketing campaign that is both cost-efficient and tailored to their needs. With predictive search, you can quickly identify the right keywords to target that are relevant to seasonal opportunities, as well as which platforms are best for reaching your target audience.
Moreover, predictive search can enable you to optimize campaigns in real time during the season to ensure maximum efficiency and performance. With this analytical insight, you can adjust your campaigns to meet changing customer needs and ensure that you are always in control of your budget.
Let’s say you’re an apparel retailer preparing for Black Friday and Cyber Monday. Using predictive search, you can identify the keywords related to those days that have the highest volumes of traffic, allowing you to reach a larger audience and maximize your return on investment.
Now, this is just an example of how you can use Google’s predictive search to prepare for seasonal events and optimize campaigns accordingly.
You can also use AI SEO tools to identify new opportunities, discover untapped keywords and create powerful seasonal campaigns that drive traffic to your website.
Whatever the season or event, leveraging predictive search can help you identify the right opportunities to optimize campaigns and maximize performance.
Servicing Consumer Intent Thoroughly
It’s important to remember that seasonal and event-based marketing campaigns should be focused on servicing consumer intent thoroughly. You need to gain visibility for every dominant intent area surrounding your event within the major search engines.
The best approach is to start by researching consumer intent data from keyword and competitor analysis, as well as identifying larger trends that could indicate the potential for seasonal spikes in demand. Gathering this data will help you optimize campaigns for maximum effectiveness and ensure that you are targeting the right audience with the right message.
One of the easiest ways to gather this data is the Google search results and predictive search. By researching the query intents in Google’s predictive search box, you can quickly identify relevant and popular topics to target in your campaigns.
For instance, if you are running a holiday campaign, let’s say thanksgiving, you can look into the predictive search results and see what people are searching for.