Earlier, we looked at how searches for clothing in the UK have peaked during November for the past four years and (aside from the first lockdown slump) tend to be lowest in June and the summer months.
With overall demand lower during the summer
You might want to spend less of your dataset budget on paid search ads and prioritise branding through organic search and social media campaigns. This doesn’t mean you want to stop advertising altogether and you certainly want to run your seasonal campaigns for the spring and summer (summer clothing, holiday outfits, etc.) but it’s worth saving some of your budget for the winter months.
In the meantime, you can focus more of your efforts on branding with content marketing campaigns getting ready for the peak season. Start optimising for the keywords you want to gain visibility for in the autumn/winter early so you’re in a good position to take advantage of peak demand and use social media campaigns to reach wider audiences and build brand awareness.
4. Win cheap clicks & follow up with remarketing campaigns
Earlier, we also looked at how CPCs are scale email marketing quickly with cheetahmail alternatives lowest in October and the post-Christmas period with a couple of dips either side of the summer. These present opportunities to win cheaper clicks, which you can target during peak times with remarketing ads.
Aide from winning cheaper clicks from PPC campaigns, you can also use remarketing to target organic traffic. Just keep in mind that organic visitors often have a lower purchase intent than paid traffic so you’ll want to create remarketing campaigns that reflect their position in the marketing funnel.
Remarketing campaigns typically achieve significantly higher conversion rates than regular ad campaigns and conversion rates actually increase over time. One of remarketing’s big strengths is that you can use lists to target prospects at each stage of the funnel and deliver messages that move them closer to the next purchase, rather than asking them to make the full commitment on day one.
So, by winning cheaper clicks and nurturing prospects with remarketing campaigns, you can achieve higher conversion rates for lower CPCs.
Gaining the edge with data insights
As a 2022 Google Premier Partner ukraine business directory we receive exclusive access to search insights and industry reports. This gives us an advantage over non-partner agencies but Google isn’t the only source of data we use to give our clients the edge over their competitors.
Our intelligent automation system, Apollo Insights, collects data from hundreds of different sources and uses machine learning to detect opportunities, identify emerging trends and predict outcomes. This alerts our team to new search opportunities before they even materialise so we can optimise and put our customers in the best position to seize them first.
Need help with your fashion campaigns?
We have a lot of experience working with fashion brands – get in touch today on 02392 830281 or send us your details here and we’ll call you.
