Good keyword research is still the centerpiece for a successful pay per click campaign. It isn’t enough, however, to simply find the best keywords for your campaign, though that is a good start. What many advertisers fail to do properly is to make adjustments for seasonal highs and lows.
Seasonal highs and lows can obscure your keyword value judgments. It’s not hard to do. For instance, in retail you likely do much more business between Thanksgiving Day and Christmas than you do the rest of the year. If a particular keyword is popular during that time, but is not popular during the rest of the year then you are doing yourself a disservice by focusing on that keyword in June. Maybe you do want to focus on it at Christmastime, but that’s just one month out of the year.
By contrast, maybe your business is slower at Christmas and busier during the summer months. If certain keywords hold more value during the summer months than they do during the winter months then it behoove you to focus on those keywords during the summer but drop the ads for those keywords when demand is not as high. A successful campaign depends on detailed keyword research.
