Optimization tips for your summer campaigns
Thursday, July 16, 2009 | 10:22 AM
Labels: AdWords in the Curriculum, Google Grants Blog, Optimization
School's out! The sun is shining and students are taking a break from coursework, while their teachers and professors prepare for the coming semester. AdWords in the Curriculum pupils in Boston and Ann Arbor have also wrapped up for the summer months.
1. Set up a campaign for your summer events.
Tailor these keywords to the event - whether it's summer classes, an annual summer picnic, or a walk to raise funds for a cause. Worried about the ads continuing to run after the event is over? Not a problem - you can set an end date for the campaign so that it automatically ends based on your timeline.
2. Write ad text with a spin on seasonality.
Rather than running your standard ad text, spice it up with a nod toward "Fun in the Sun!" for an outdoor event. To target students, consider phrases like 'Summer Opportunities with Non-profits' which will help you capture the attention of students who are searching on Google for summer volunteering or employment positions to keep busy.
3. Use multiple match types to ensure that seasonal terms are tethered to the rest of the keyword.
For instance, using a phrase match keyword, "summer volunteer opportunities", will help you narrow your audience to the season-specific traffic that you're seeking with your summer campaign. It'll also help you avoid any duplication with other campaigns' keyword lists.