Use of seasonality sharpening search engine marketing, says Overture
Even the merchants who’ve been at search engine marketing the longest keep finding new ways to grow sales and ROI on search, and this year, one of the biggest trends among merchants toward that end has been using the concept of seasonality, Diane Rinaldo, director of strategic alliances at Overture Services Inc., tells Internet Retailer.
Some merchants are now adjusting the selection of keyword terms they support on Overture, the creative they put against them, and even their ROI goals for terms according to defined periods surrounding specific holidays and events as well as general time frames such as back to school. “Seasonality has become a greater part of search marketing,” Rinaldo says.
For example, while merchants may bid on Overture for terms such as “shoes” or “children’s shoes” year round, Rinaldo says Overture`s search data show that traffic on specifics such as “back to school shoes” starts to climb in mid- to late summer. Overture reviews the previous year’s performance of various search terms around events, seasons and holidays and provides that information to its large clients, helping them to identify those that got the most searches and the weeks and even the days on which that traffic peaked.
The trend line information provided to retailers is a function of retailers` growing understanding of how to use search most effectively, as well as the volume of data that Overture can now draw upon for such information. “We are learning how to access that data,” says Rinaldo. “At the same time, almost in parallel, retailers are recognizing that they need to apply some of their basic marketing learning to search marketing.”
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