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Using The Google Ads Keyword Planner Tool To Prepare For Seasonal Swings
2nd April 2024 • The Google Ads Podcast • Solutions 8
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Discover how to efficiently plan with Google Ads Keyword Planner to maximize your ad budget for seasonal swings.

Regina Bellows, Executive Director of our sister agency StarterPPC, guides you in utilizing the tool to assess trends. This approach empowers you to make well-informed choices for budget tweaks to avoid wasting money. Listen to this episode now.

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0:00 Using The Google Ads Keyword Planner Tool To Prepare For Seasonal Swings

2:23 Importance of researching seasonality before going live

3:47 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!

6:49 Seasonal trends in keyword searches




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Transcripts

Speaker:

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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Do you know the main thing that

prevents small business owners from

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getting their Google ads account into

a position to grow and scale budget?

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A lot of businesses, especially

those that are just starting

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out, have limited budgets.

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And so because of this, they're turned

away by most ad agencies because most ad

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agencies have minimum budget thresholds

that they're willing to work with.

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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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If this sounds familiar,

starter PPC can help.

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We offer Google ads management services

that are designed for accounts that

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have between 1, 000 and 5, 000 budgets.

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Because all of our clients are just

starting out, we've come up with

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ways to keep our management fees

significantly lower than most agencies.

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Because we know that every dollar saved

on management fees just goes towards

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the ad budget, which is going to help

the algorithm gather speed and power.

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So if you're serious about growing your

business and you'd like a team of Google

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ads experts to help you without breaking

the bank, check us out at starter PPC.

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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.

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