1. Clicks, Impressions, CTR, and CPC are largely irrelevant 2. Negative keywords make for a positive ROI 3. Keyword intent is king 4. But location intent is queen 5. ABT — Always Be Testing 6. Don’t rely on Google exclusively

Sharing my learnings from remarketing campaigns on more than 400 ecommerce stores.

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.