Google Ads campaigns in summer, what do I do?

After a few months of great stress, the holidays are coming up. Before that long-awaited moment comes, You have to plan how Google Ads campaigns are going to be managed at that time and decide whether to continue advertising or to disappear from the face of the Earth.

Before making a decision lightly, the important thing is to study each case, in short, certain factors must be taken into account:

• The nature of the product or service: If you sell clothing for the snow, it's best to stop your campaigns. But if, on the other hand, you sell sunglasses, summer is the key period.
• Rely on data: analyze the history of campaigns in similar times. Study the performance of campaigns in the past and review their configuration thoroughly. If they didn't work, you should also analyze why and if they did, find out how you can improve that performance.
• Understand that demand does not die, but rather decreases: There are still business opportunities and it's worth keeping a smaller budget than in months with higher demand, but don't miss the opportunity to capture those customers who use their holidays to keep looking for your services or products. Tip: Review your demand behavior from the previous year in Google Trends and reduce your budget in proportion to demand.

To keep in mind:

If you completely stop all Google ads campaigns, what can happen is that competitors bid for your brand and rank ahead of organic listings. And, in addition, once the campaigns are reactivated, machine learning takes longer to learn from the metrics, develop the “ideal” customer profile and optimize for it.

Tips for optimizing Google Ads campaigns in summer

1- Search campaigns with more striking ads making summer references whenever possible. Do something different from the rest of the year!

2- Increase bids on mobile devices. People go on vacation and even if you're on the beach or in the mountains, you use this device more than during the winter months.

3- Carrying out video campaigns with Bumper Ads. In summer, users consume a lot of audiovisual content through their mobile phones, so a good strategy may be Bumper Ads. They work very well on mobile since they cannot be skipped and last only 6 seconds.

4- Propose summer offers. If you have a store, one of the options is to make discounts on summer products, for example: 20% off or discount codes.

5- Use automated rules to reduce the need to monitor campaigns and to make changes manually, and to receive emails with campaign updates:

Examples: Activate or deactivate several special promotional announcements, special announcements with temporary guidelines (For example: on weekends), pause ads or keywords with low performance (CTR, high cost per conversion), increase or decrease campaign budget values depending on the day of the week.

Don't forget to:

• Going against the tide of competitors: Many will make the decision to stop the campaigns and disappear for a few weeks, this allows you to achieve a greater market share with a smaller budget.
• Consider remarketing as one of the pillars that should not stop: Remarketing campaigns typically consume a relatively small part of the total budget. It's a good idea to keep impacting the users we already have on our remarketing lists and take the opportunity to do branding by leaving them active.

In short, do we stop Google Ads campaigns in summer?

My recommendation would be that NO, don't put up the “closed for holidays sign”

He thinks that a large majority of users still have an Internet connection from their smartphones and tablets while they are enjoying their days on the beach or in the mountains.

So take advantage of this opportunity, and by the way, reach these users in an appropriate way, with your campaigns and websites!

Do you want more information about Google Ads?

If you need more information, do not hesitate to contact us.