Ah, summer. Full of fun in the sun, awesome vacations, and general outdoor frolicking. And, unfortunately, mediocre results for a lot of pay per click advertising campaigns.
With all that nice weather outside, it’s hard to blame people for not wanting to spend their time in front of a computer. If you’re seeing your PPC stats perform a downward spiral, remember that people aren’t really looking to shop for stuff online in the summer in the same ways that they shop around during the holidays (if you’re an online retailer) or at the beginning of the year (if you’re in the business of New Year’s resolution self-improvement, like weight loss products or education). A lot of PPC campaigns just don’t do very well during the summer, and that’s okay. It’s not your fault – it’s just a seasonal cycle.
If you want to get a visual representation of your seasonal cycles, Google Trends can help you research what times of year are most popular for your main keywords. Chances are, you’ll see a pretty big lull during the summer months for a lot of industries.
Of course, not everyone has a bad PPC summer. Some industries, like travel agents or swimwear vendors, might have fantastic summers and terrible winters. Whether or not you’re suffering from the PPC summertime blues, make sure you keep an eye on your seasonal search trends to see if the trouble is with your PPC efforts or your yearly search cycles.