10 Seasonal Advertising Trends Every PPC Manager Should Know

Seasonal marketing is a powerful strategy that harnesses specific times of the year or key events—like Christmas or seasonal changes—to engage consumers and boost sales. In the UK alone, festive ads drove an incredible £85 billion in seasonal sales last year, showing the value of aligning campaigns with consumer behaviour during these periods.

For marketers, seasonal trends are essential, not just for holiday campaigns but throughout the year, offering opportunities to craft timely and impactful promotions that resonate with target audiences and deliver measurable results.

Seasonal PPC Advertising Tips for UK Businesses

• Plan campaigns at least one season in advance
• Analyse past data to identify UK-specific seasonal trends
• Adjust budgets for peak UK shopping periods (e.g. Boxing Day)
• Create UK-focused seasonal ad copy and keywords
• Use ad extensions to highlight seasonal offers
• Monitor and optimise campaigns in real-time
• Track key metrics like ROAS, CTR, and CPA

1. Leveraging Historical Data for Predictive Insights

One of the most useful tools for PPC managers is looking at past data. By studying how your campaigns did before, you can predict future trends and make your strategies better. This is really important for SaaS PPC agencies because the market can change quickly. Take a close look at your data to find helpful information for your seasonal strategies.

• Look at year-over-year and month-over-month data to identify recurring patterns and anomalies
• Identify patterns in click-through rates, conversion rates, and cost per acquisition across different seasons
• Use predictive analytics to forecast seasonal demand and allocate budgets more effectively
• Analyse competitor performance during peak seasons to benchmark your campaigns
• Consider external factors like economic trends or industry events that may impact seasonal performance

2. Adapting Budgets to Seasonal Fluctuations

When seasons change, you often need to change your campaign budgets too. This helps you get the most out of your money during busy seasons and stay efficient during slower times.

3. Crafting Season-Specific Ad Copy and Keywords

Making your ad copy and keywords match the season can really boost engagement. As a Google Ads agency, we're good at creating seasonal messages that catch people's attention and get them to take action. When your ad content fits the current season, it makes your ads more relevant and appealing to your audience.

4. Implementing Advanced Ad Scheduling

Timing is super important in PPC, especially for seasonal advertising. Our experience has shown us how crucial ad scheduling can be for service-based businesses. By showing your ads at the right times based on seasonal patterns and when people are most likely to respond, you can make your campaigns work better and use your budget more wisely.

Winter (Holiday)

• Key Strategy: Gift-focused campaigns
• Ad Focus: Holiday deals and promotions
• Budget Adjustment: Increase by 30-50%
• Performance Metric: Conversion Rate
• Status: High Priority

Spring

• Key Strategy: New season product launches
• Ad Focus: Spring cleaning and renewal themes
• Budget Adjustment: Increase by 10-20%
• Performance Metric: Click-Through Rate
• Status: Medium Priority

Summer

• Key Strategy: Travel and outdoor activities
• Ad Focus: Summer sales and events
• Budget Adjustment: Maintain regular budget
• Performance Metric: Return on Ad Spend
• Status: High Priority

Autumn

• Key Strategy: Back-to-school campaigns
• Ad Focus: Educational products and services
• Budget Adjustment: Increase by 15-25%
• Performance Metric: Cost Per Acquisition
• Status: Medium Priority

5. Leveraging Seasonal Extensions and Formats

Ad extensions and formats can really help with seasonal advertising. At ProfitSpring, we've seen how these can improve engagement for all kinds of businesses, from B2B PPC to retail. By using all the different extensions and formats available, you can make your ads more visible and give potential customers more seasonal information.

6. Optimising for Mobile During Peak Seasons

Optimising for mobile during peak seasons is a game-changer for PPC campaigns. With shoppers increasingly relying on their phones to browse, compare, and buy, a seamless mobile experience can be the difference between a sale and a missed opportunity. Mobile-friendly ads load faster, engage better, and capture those impulsive, time-sensitive purchases that define seasonal trends. For PPC managers, it’s a chance to tap into a massive audience right when they're most ready to convert. Don’t let clunky mobile experiences slow down your results!

Analyse Past Data

• Look at last year's campaign performance to spot trends

Adjust Keywords

• Update keywords to match seasonal search terms

Create Seasonal Ads

• Design ad copy that speaks to holiday shoppers

Monitor Performance

• Keep a close eye on campaigns and adjust as needed

7. Utilising Remarketing for Seasonal Campaigns

Utilising remarketing for seasonal campaigns is like giving your audience a friendly nudge at just the right moment. It keeps your brand front and centre for those who showed interest but didn’t take the plunge. During seasonal peaks, when competition is fierce, remarketing helps you reconnect with high-intent shoppers and turn them into loyal customers. It’s smart, efficient, and ensures you don’t leave potential sales on the table.

8. Incorporating Weather-Based Bidding

Incorporating weather-based bidding can be a breakthrough for industries where demand shifts with the forecast. By adjusting your bids based on current or predicted weather conditions, you can reach customers at exactly the right moment. For example, HVAC campaigns see fantastic results when bids align with spikes in demand during heatwaves or cold snaps. It’s a smart way to stay ahead of seasonal trends and maximise conversions when customers need your services most!

9. Leveraging Competitive Intelligence for Seasonal Strategies

Understanding what your competitors are doing for seasonal advertising can give you a big advantage. At ProfitSpring, we think it's really important to analyse your competitors as part of our B2B PPC agency services. By keeping an eye on your competitors' tactics, you can find opportunities and improve your own seasonal approach.

10. Implementing Cross-Channel Seasonal Strategies

Combining PPC with other marketing channels can make your seasonal campaigns even more successful. By aligning your efforts across platforms like search, social, and email, you create a seamless experience for your audience wherever they are. This approach not only reinforces your message but also ensures you’re capturing attention at every touchpoint during those high-demand moments. It’s a smart move for maximising seasonal success.