Before launching an ad, you need to consider all factors. One of them is seasonality when over a certain period of time there is a sharp decline or rise in consumer interest.
An obvious example is a demand for flowers before March 8 increases dramatically. It is logical to increase the budget for the promotion of the flower shop in order to get more sales during this period. Similarly, you can use seasonality in other niches. Next, we will tell you how to optimize real estate contextual advertising by season.
How to determine seasonality in real estate advertising and what factors affect it
To figure out how to optimize contextual advertising for real estate by season, you need to understand when there is a decline in demand and vice versa. You don’t have to be a great analyst to do this. Worth taking advantageGoogle Analytics and traffic data from the promoted site by month. The graph below shows that the highest demand is from March to June. But here you need to take into account the peculiarities of the period – for example, in 2020 there was a pandemic just at that time because the data cannot be correct for all years. In addition, at some point, contextual advertising for real estate might not be shown, so only organic traffic came.
It is more correct to use the history of requests in google Trends by selecting the desired region. For example, for the query “buy an apartment” in Ukraine, the schedule in 2019 is quite even, and in 2020, the screen shows a decline that began at the end of February and lasted until mid-April. This is due to the strict quarantine that was in Ukraine during this period. But, in general, the charts for 2020 are not indicative.
Demand for real estate is largely dependent on value. Autumn is a phase of business activity, as businesses move from one region to another, new ones open. At the same time, the cost of real estate is rising, which is logical.
By the new year, demand may rise again, as developers arrange New Year’s promotions, discounts, and pay bonuses at work. All this contributes to the growth of interest in real estate. After the new year, everyone saves money after the holidays, gets used to working, and there is no interest in apartments – the demand is as low as possible. In the spring, people try to buy an apartment in order to be in time for seasonal discounts. And in summer, demand is increased in resort areas – then the city looks the most presentable, and it is easier to decide to buy an apartment.
How to optimize contextual advertising for real estate?
Now it’s clear how to determine when the real estate market is more likely to “explode” and when it’s quiet. In accordance with this, you need to prepare advertising campaigns in advance.
If you are just starting RK, you will find this article helpful.how to sell real estate online. Webpromo expert Ivan Burach shared his own experience with this niche in the article. He told how to draw up a portrait of the target audience, how to estimate the volume of the target audience and predict budgets, as well as how to form the structure of accounts in Google Ads and Facebook Ads.
With the fall of the season
In general, during the off-season, you can reduce rates and daily budget, as there are fewer competitors. You can also make big discounts to divert attention from your competitors.
If during the season advertising was only shown on Search, it makes sense to launch it on the Display Network and YAN, to expand the target audience. You can think about the pains of potential customers and refer to them. For example, it is known that there are not enough places in kindergartens, and in the advertised new building there is a kindergarten from the developer. Then you can run ads for the queries “kindergarten in such and such a micro district.”
A recession is a reason to launch a retarget for those who were on the site, didn’t refuse, but didn’t send an application or call. The message may be about a discount and other profitable offers.
With increasing seasonality
With an increase in seasonality in contextual advertising, competitors become more active, and you need to make every effort to be more noticeable to them: increase daily budgets and rates, advertise on competitive requests, create as many target audiences as possible, compose ads as fully as possible and convey the idea to customers.
Thus, you can spend your budget efficiently and get more leads. You can’t influence demand on your own, but contextual advertising optimization can smooth out the drastic decline and generate more revenue on the rise.
Findings
Seasonality is not a barrier to promoting real estate in contextual advertising, but an opportunity. Having data about when your product or service is most in demand, and when not, you can optimally allocate advertising budgets. As a result, get more leads from already launched ads at a lower cost.
