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Chapter 1: Discovering Paid Search Marketing > Starting Your Seasonal Campaigns

Starting Your Seasonal Campaigns

PPC’s flexibility makes it the perfect way to handle short-term or seasonal advertising on the web. For example, if you want to offer an April spring-cleaning sale on hubcap polishing through your classic car customization web site, SEO wouldn’t be the way to drum up business for it. SEO is a relatively slow process that moves your web pages up in the search engine rankings over time, usually taking several months. However, PPC is incredibly flexible. You could put PPC ads up quickly and possibly drum up a lot of extra traffic during your sale.

If your web site sells products that are seasonal, use PPC ads to supplement your traffic. Businesses typically spend more advertising money during peak times anyway, so why not use some for paid search ads? By applying a few principles we explain in the following sections, you can make sure that your PPC money is well spent.


  

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