The simplest answer is now. Most e-commerce companies are coming into the holiday high season. Even though most people complain about seeing Christmas decorations too early many have already started shopping. And you should start thinking about your promotion that will be going into effect in October and November.
August is a good time to test messaging and landing page elements, this way you can have strong landing pages for your holiday campaigns. Also you should be looking for trends in product searches. Search Engine Guide puts out a weekly Top 500 but Google Trends likely has more useful information for any particular vertical. Of particular interest is the Cities column which will give you an idea of where to focus a geo-targeted campaign.
New content that you are putting on your site now will have a chance to be well indexed before the season actually starts and building your pay-per-click campaigns now and setting their start date allows you to focus on emergent issues during your actual high season.
Don’t think that this only applies to the holidays. Many business have other times of year where they spike, think tax time or summer sports. The same concepts apply you should be looking four to six months ahead to capitalize on your natural trends. If you are trying to make money from the web you should have some type of analytics in place so you can see where you can be make more of your high season.
Tags: Analytics · Google · landing pagesNo Comments
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