Search Sizzles in Summer Sunshine!

As we enjoy some unseasonably high temperatures, are your search accounts ready for the upcoming summer search trends? I have put together a few pointers to highlight how many markets can take advantage of the summer search peaks.

All industries will see fluctuations in search patterns as the summer rolls in but before we are hit with warmer weather (fingers crossed!); let’s look at what we can expect and how we can prepare.

Now Brits are eternal optimists when it comes to summer weather so by April we are already seeing lifts in searches for garden furniture, barbeques and paddling pools and this should continue for a good while to come:

A slightly less expected but always sure fire winner is the searches on trampolines which seem to “spring” into action as soon as we gain an extra hour in the evenings:

Weather reports show a mixed bag for this summer with sunny days this week, a lull in temperatures in the middle of the summer and then a significant pick-up is expected in August. This may show unusual search patterns in travel as people may look to the UK for late deals as they “wait to see” what happens. This could result in holiday destinations seeing a late surge in searches. We have already seen a very strong surge in searches for holidays since Christmas but can also look to holiday-related search campaigns that need to prepare for the summer holiday season.

For example, people not only looking for camping holidays but also looking for campaign equipment.

Tents - great for the more budget conscious holiday maker and for festival-goers:

Along with this, car hire campaigns should see peaks in traffic around the extra bank holidays. This should not take away from the campaigns’ usual summer search spike as people will still look to hire cars both in the UK and abroad.

So I guess my message would be this. Prepare your accounts now:

• Ensure all new summer products are included in your campaigns
• Have seasonally related ad copy ready
• Increase monthly and IO budgets to allow for increased traffic
• Increase daily spend caps or set campaigns to “spend until depleted” so they are not restricted and can take advantage or increased traffic.

There is huge opportunity for summer campaigns – I haven’t even begun on the new fashions: sandals, shorts, bikinis, sunglasses, sarongs, sun hats…the list goes on and on! Be ready for the summer’s traffic highs and pounce on the multitude of opportunities in your market place.

Thanks for reading,

Kate

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