Every time you carry out a Google search, Google runs an auction to decide which Google Ads adverts to show and in which order. This is known as the ad auction. You might think that, from Google’s point of view, it would be best to simply sell the top positions to the highest bidders. After all, that would earn Google more money, wouldn’t it?

60 characters. 10 words at best. That’s all you have when you write a copy for GoogleAds. Meanwhile, display ads feature an image and a copy on the image. Social media ads have a wall of text and an image. And video ads, well, they can be anything from animations to full-production videos. Your creative arsenal in GoogleAds is pretty limited. So you better make the most out of your PPC copywriting. And this is how you do it!

All businesses are challenging, but seasonal businesses present a plethora of unique challenges, including budgeting, hiring seasonal labor, and managing cash flow. Another unique challenge that we growth folks know all too well is how seasonality makes paid search particularly difficult. As Adam Greenspan, VP of marketing at Everfest, says, “The whole industry is riding that wave, so from a paid search perspective, there’s definitely an increase in competition - not to mention all metrics can swing wildly. It’s a little nerve-wracking trying to catch that wave on the upswing each year, but it’s what you’ve got to do to hit the season hard.” However, when executed properly, seasonality can present an excellent opportunity for your business to beat your competition and thrive. In this guide, I will detail the learning, planning and execution steps required to crush your goals despite the unpredictable nature of seasonal businesses.