When we first published our Back to School (BTS) insights back in April, we caught some flack on Twitter for addressing this particular topic before the kids were even out of school (we saw it coming, hence the intro of that blog post). Now, with August just around the corner, we're right in the middle of the peak period for online shoppers looking for BTS supplies. If you're among those BTS retailers who leveraged the tips we shared back in April to get your campaigns built, launched and optimized before that seasonal lift started, then you're probably seeing some pretty decent traction on your campaigns right about now.
If, on the other hand, you put off getting your BTS campaigns up and running until now, you'll still capture what remains of the traffic between now and when school starts, but you're jumping into the game right at the peak of competition, which means bid prices are at a premium. The earlier you're able to get your seasonal campaigns up and running, the better your chances are of logging some sales from the early birds, which can sometimes mean lower costs-per-click and therefore, better return on investment.
To that end, you might consider bookmarking our Industry Insights page and checking in on your primary vertical once you spot a seasonal opportunity approaching on the horizon. Because we want to help set you up for success, we typically publish actionable insights several weeks to several months in advance of when the anticipated traffic spike will occur in order to give you ample time to build and launch your campaigns.
Questions? Comments? Feel free to ping us on Twitter.