If you want to win at Google Adwords you need to really plan out not only an affordable PPC Ads campaign, but a laser targeted and segmented campaign.

As search behaviour evolves and machines get smarter, Google naturally adjusts what it serves up. And these changes are often quick enough to feel a bit overwhelming (we’re right there with ya)! But in light of information we have about what Google actually values these days, we have more to work with than ever before. If we know how to execute. Two people who know a lot about Google’s ranking factors are Rob Bucci, CEO of STAT Search Analytics and Cyrus Shepard, Partner at Zyppy and former Head of SEO and Content Development at Moz. Both speakers at this August’s Call to Action Conference, they’re bona fide search experts who spend their time demystifying the ways of our ranking overlords for marketers like you and me. So we peppered them with a few questions we couldn’t wait until August to find out—like what’s changed, stayed the same, and how to best achieve SEO success in 2018.

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.