Using The Google Ads Keyword Planner Tool To Prepare For Seasonal Swings

Speaker: 00:00:11

Hi everyone, Regina here with Starter PPC.

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Today I'm going to show

you a quick pro tip.

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For looking up the seasonality in your

business, How does the market fluctuate

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bigger and smaller for each month?

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And that way you can do

some planning ahead, right?

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So if the on season is coming up,

you might plan to do slightly more

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aggressive budget increases so that you

can capitalize on that season and scale.

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Get more sales in, get more revenue

in, get more profit, hopefully,

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so that when the off season comes,

you're more prepared, right?

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You have that extra profit.

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You can carry yourself through and you,

have a much better Bigger, healthier,

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stronger algorithm and essentially

a bigger business so that when the

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next on season comes, you're taking

another step into an even bigger space.

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when the on season comes, you will want to

prepare in the opposite direction, right?

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So you're going to have

a tough decision to make.

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the off season comes, to decide,

do I want to, reduce my spend

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so that I'm not hemorrhaging

money operating in the negative?

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basically reduce the spend to

keep that ROAS and MER up or keep

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the cost per lead down, depending

on if you're E comm or lead gen.

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or do you want to in the off season,

keep your budget the same, And just

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hunker down and, wait it out and use

some of that profit that you gained

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in the on season, if you were prepared

for that, and you capitalized on that,

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to carry yourself through and cover

any losses during the off season.

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this can be a great.

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way to grow a company over time,

because if you are reducing your

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budget every time the off season

comes, you're taking one step forward,

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one step back, one step forward, one

step back, and year over year, you

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never get a bigger business, right?

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And you know that it's possible

to become a bigger business

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because your competitors did it.

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So pushing for growth

by not reducing budget.

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In the off season will help you create

a bigger, stronger, healthier algorithm

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that can then scale even more when the on

season comes, because you don't have to

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backtrack back to where you were before.

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And then some, you can just

start from where you're at.

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I'm going to show you guys a

trick that we use here at starter

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PPC, when we get a client.

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we're not the industry experts, we don't

know when does the off season come?

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When does the on season come?

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And so we always try to do this research

before we go live so that we can help

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guide the client as far as budget goes.

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And it also helps to, guide

our internal decision making.

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Like we're not going to do a big test.

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On an off season month, because we know

that the business is hurting and we want

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to just hunker down and just oversee,

maybe make some small tweaks here or

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there and not necessarily test new things,

which could go 50, better or worse.

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I'm going to show you guys

what we do to help plan ahead.

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What we do is we go to the

tools and settings and we

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go to keyword planner tool.

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And here you're going to get two options.

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One says discover new keywords and one

says get search volume and forecast.

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I always choose discover new keywords,

even though I'm not in a keyword discovery

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mode, I'm still going to use this feature.

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And then here's the fun part.

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Click on the tab called

start with a website and just

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punch in your entire website.

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Use the entire site.

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Get results.

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Hi there.

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Quick interruption.

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And so because of this, they're turned

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agencies have minimum budget thresholds

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So what happens is the business owners

end up learning Google ads themselves.

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And the problem with that is

that most of the advice online is

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geared towards larger accounts.

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And the advice doesn't have any of those

strategies or tricks that can kickstart

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the algorithm into giving a small

account a leg up over larger competitors.

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So it often just doesn't work.

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And the business just ends up

losing money month over month.

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Because we know that every dollar saved

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the ad budget, which is going to help

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com.

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Okay.

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Back to the video.

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it shows you the past 12 months

basically is what the keyword

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planner tool is going to tell you.

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so you can change these months.

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Oftentimes, not able to select

this month or even the most

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recent month, until time happens.

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So I'm just going to choose

the most recent 12 months that

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it's going to let me choose.

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And this gives me a full

picture of one year.

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And what's cool is when you hover over

each month, you can see the seasonality.

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in this example, I'm looking up a

business that sells landscaping supplies.

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This is one of our clients.

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And, right now it's December 8th.

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December is actually the worst

month of the year for this business.

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Actually, December, the market size

went down by 37%, you guys, a whopping

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37 percent from November of 2022.

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So if we, anticipate that the same

thing is going to happen this year

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that happened last year, we're

in a really bad place, right?

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So we're going to approach the client and

say, Hey, just so you know, everything's

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going to look terrible for a month.

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you have to decide if you want

to push through or if you want to

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backtrack and take a step back with the

business and focus on cashflow, right?

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So we always are trying to encourage

our clients to grow, but we understand,

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especially with small business,

there's a limitation to that, right?

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Some businesses are operating month to

month and you have to have every month

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bring in at least break even or more.

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You cannot operate in

the negative for a month.

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looks like the best month is, April, May.

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May is slightly better than April saw a

huge increase of 43 percent from March.

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So this is really when,

landscaping is happening.

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It makes sense, right?

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Everything is growing.

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we're going to go to a different account.

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I'm going to click on

discover new keywords.

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I'm going to click.

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Start with a website and we're just

going to punch in the website, use the

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entire website and click get results.

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this business sells jewelry for babies.

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Actually, it's like custom jewelry

with, baby names on it, baby birthdates,

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baby thumbprints, things like that.

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I was really not expecting

seasonality here.

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I guess it's really a,

Gift focused, product.

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So it does make sense that November

and December are the high seasons.

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If I wanted to see how much November

increased from October, all I

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would have to do is go back to time

range and go back 1 extra month.

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to see October of 2022 last year.

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And then I can see the

increase in November.

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Wow.

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63%.

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So I think everybody's buying on

like Black Friday and then, for

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Christmas and then things are just

dying down and staying stagnant.

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interesting that there's an increase

slightly in July, but who knows

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anything could have affected this.

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And this is just showing you the

total amount of searchers for keywords

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related to this website every month.

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I hope this is useful to you so

that you guys can do some planning.

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Thanks for watching.