While a search campaign's execution will always be somewhat time-dependent, search marketers need to begin planning for individual seasons much earlier, and implementing some measures on a year-round basis.
Firstly, an early start allows search marketers to rotate keywords and ad creative to determine which are most effective going into the peak season.
Secondly, the goals of searchers shift over time. The early season is the time to build general brand awareness, and later in the cycle, marketers should shift their focus to direct efforts such as online gift certificates.
Thirdly, it is a best practice to create special landing pages and mini-sites devoted to a particular seasonal services and products to build traffic on key search terms during off-season lulls.
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