“Do I run PPC brand campaigns or hope that organic search is enough to keep my brand on the tip of the tongue of my customers?” It’s hard to count how many times we had the same dilemma. Our answer is: you should bid on your brand. And we have some damn good reasons to say so. PPC brand awareness campaigns stir a lot of controversy among marketers. Yet, brand bidding has proven to bring positive results, enhance the account’s quality score, and increase brand loyalty. Still hesitating? We dotted the i’s and crossed the t’s, so read on to learn why PPC brand bidding is a must, and what mistakes you should avoid while doing 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.