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Google Ads Cyclical Trends
Posted by on April 21, 2020 at 7:14 pmI am wanting to analyze a client’s account for cyclical or seasonal trends. I’m fairly certain given the industry the client is in that these trends exist, but I want data to verify that assumption and for more information.
Has anyone else done this and have any guidance to share?
I could use the account’s historical data from the past 2 years to analyze in Excel, but I know that past performance was also affected by many other variables such as bid adjustments or strategy/campaign changes. Is there a way to eliminate these to truly look at search volume changes and cyclical trends?
Note: I am not wanting to use seasonal bid adjustments (at least not at the moment), just wanting to analyze and to get a solid understanding of any seasonal effects first. If you have used seasonal bid adjustments though, I would love to hear if you saw results.
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3 Replies
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Have you looked at your largest keywords on Google Trends? Here are some examples of items with very clear seasonality:
https://trends.google.com/trends/explore?date=today%205-y&geo=US&q=ice%20machine
https://trends.google.com/trends/explore?date=today%205-y&geo=US&q=sunglasses
Here are some terms that aren’t usually seasonal but are currently showing a huge change in demand due to Covid:
https://trends.google.com/trends/explore?geo=US&q=rubber%20gloves
https://trends.google.com/trends/explore?geo=US&q=deep%20freezer
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I would have to agree that there are too many variables with daily upkeep of campaigns to effectively measure conversion rate, CPC, etc.
The place I would start is Google Trends and understanding when search interest is at its peak as that will be the biggest driver within campaigns that won’t be dependent on the changes you are making
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Why not just look at seasonality in their organic search traffic, if you want to eliminate advertising factors?
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