Global digital advertising spending is expected to rise 17.1% to $327.28 billion this year, with Google and Facebook leading the pack when it comes to U.S. ad sales. Cost-per-click, or CPC advertising, factors heavily into those big numbers. No matter where you choose to advertise — Google, Facebook, Instagram or beyond — how you manage your CPC efforts will greatly impact how much you shell out in ad costs in those channels.
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.
Google Adwords is the most popular search engine marketing platform for marketers to reach their customers through paid search ads. These are the best articles on how to use Google Adwords to grow your business. Google Adwords products include Google Remarketing, Google mobile search advertising, Lookalike audiences, and YouTube advertising.
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