How to Optimize Google Ads for Seasonal Keywords

The strategic use of seasonal keywords is a key factor in determining the success of your Google Ads. With the online marketplace constantly changing throughout the year, it’s important to grasp the significance of these keywords and utilize them effectively to maximize the impact of your advertising campaigns.

What Are Seasonal Keywords?

Seasonal keywords are time-specific terms that align your offerings with consumer interests throughout the year. They capture seasonal trends and enhance ads’ visibility during peak times. Using seasonal keywords will attract the right audience, position your brand as responsive, and boost sales. Effectively utilizing seasonal keywords aligns your marketing with consumer lifestyles, driving more traffic and leads. Leveraging seasonal keywords can help you maximize your marketing efforts and stay ahead of the competition.

Seasonal Keywords vs Evergreen Keywords

How Seasonal and Evergreen Keywords Are Different

Seasonal and evergreen keywords are distinct types of keywords utilized in search engine optimization (SEO) and advertising. They differ in their search volume and relevance over time. Seasonal keywords experience high search volume during specific times of the year, such as holidays or seasons. For instance, “back to school supplies” is a seasonal keyword with high search volume in the summer, but the search volume decreases significantly after the back-to-school season ends. 

Evergreen keywords maintain a consistent search volume throughout the year. They are typically broad and general keywords relevant to a wide range of topics. For example, “how to cook” is an evergreen keyword with a steady search volume over time. 

Here are the key differences between seasonal and evergreen keywords:

FeatureSeasonal KeywordsEvergreen Keywords
Search volumeHigh during specific times of the yearConsistent throughout the year
Examples“back to school supplies,” “holiday gift guides”“how to cook,” “best travel destinations”
The difference between seasonal and evergreen keywords

When to Use Seasonal and Evergreen Keywords 

Use seasonal keywords: 

  • to target specific marketing campaigns or promotions that are time-sensitive
  • to increase brand visibility during peak seasons
  • to capture the interest of consumers actively searching for products or services related to the season. 

Use evergreen keywords:

  • to build a strong foundation for your website’s search engine rankings
  • to attract organic traffic from a wider range of search queries
  • to create content that is always relevant and useful to your target audience. 

Both seasonal and evergreen keywords are crucial for SEO and PPC advertising, serving different purposes and should be used strategically.

50 Examples of Seasonal Keywords

Seasonal keywords differ based on the industry and time of year. Here are examples of seasonal keywords for various seasons, events, and industries: 

  1. Spring 
    • Gardening tools
    • Spring fashion trends 
    • Outdoor activities
    • Spring cleaning services
    • Allergy remedies
  2. Summer
    • Swimwear sales
    • Vacation packages
    • Barbecue recipes
    • Air conditioning services
    • Outdoor sports equipment
  3. Fall/Autumn
    • Back-to-school supplies
    • Halloween costumes
    • Fall fashion
    • Thanksgiving recipes
    • Home heating solutions 
  4. Winter
    • Holiday decorations
    • Winter clothing
    • Ski equipment
    • Travel deals for winter vacations
    • Cold and flu remedies
  5. Valentine’s Day
    • Romantic getaways
    • Valentine’s Day gifts
    • Flower delivery services
    • Chocolates and sweets
    • Valentine’s Day diamond jewelry
  6. Back-to-School
    • School supplies
    • Backpacks and lunchboxes
    • School uniforms
    • Educational apps
    • Dorm room essentials
  7. Black Friday/Cyber Monday
    • Black Friday deals
    • Cyber Monday sales
    • Discounted electronics
    • Online shopping discounts
    • Limited-time offers
  8. Easter
    • Easter egg hunts
    • Easter decorations
    • Easter brunch recipes
    • Easter gifts
    • Spring fashion for Easter celebrations
  9. Wedding Season
    • Wedding dresses
    • Wedding venues
    • Wedding photography services
    • Honeymoon packages
    • Bridal party attire
  10. Summer Music Festivals
    • Festival tickets
    • Festival fashion
    • Camping gear
    • Portable chargers
    • Outdoor accessories 

When identifying seasonal keywords, it’s important to 

  • consider the specific events, holidays, and activities that are relevant to your target audience
  • use keyword research tools to identify trending terms and phrases related to these seasonal topics,
  • and keep in mind the geographic location of your audience, as seasons can vary depending on the region.

How to Track Keyword Seasonality

Tracking keyword seasonality is crucial for optimizing your content strategy and ensuring that you target the right keywords at the right times. Here are some effective tips for tracking keyword seasonality: 

By combining these tips and regularly reviewing your keyword data, you can effectively track keyword seasonality and adjust your SEO strategy to capitalize on changing trends throughout the year.

Run Effective Google Ads with AI

How to Optimize Google Ads for Seasonal Keywords

5 Strategies to Consider When Optimizing for Keyword Seasonality

Consumer behaviors shift with the seasons, and businesses need to adjust their strategies to stay relevant. In this section, we will explore five strategic approaches to optimize your digital campaigns for seasonality. These strategies will help your marketing efforts align with the seasonal demands of your audience.

How to Optimize Your Website and Ads During Seasonal Events

To make the most of the surge in traffic, it’s crucial to optimize your ad inventory and line items. This guide provides essential strategies to boost viewability, create more competition for your inventory, and maximize your revenue potential.

How to Structure a Seasonal Campaign in Google Ads

To benefit from seasonal trends, you can create a targeted seasonal campaign for holidays or sales events in Google Ads. Let’s consider a jewelry shop aiming for Christmas season sales. Here’s what a Christmas seasonal campaign can look like in this case.

  • Campaign Name: JewelJoy: Sparkling Holidays
  • Campaign Type: Shopping Campaign with a focus on “Sales” and “Brand Awareness.” This will allow for product listings and showcase the brand during the holiday season.
  • Networks: Both the “Google Search Network” and the “Google Display Network” to reach potential customers actively searching for gifts and those browsing relevant websites.
  • Devices: The most optimal approach is to target all types of devices initially, then customize ads based on performance. Prioritize mobile devices during peak shopping hours.
  • Locations and Languages: Target specific geographic locations where the jewelry shop operates, considering demographics and customer preferences. Choose the primary language spoken by the target audience.
  • Bidding and Budget:
    • Bid Strategy: Initially, use “Enhanced Cost-Per-Click (eCPC)” to allow Google Ads to adjust bids for clicks that seem more likely to lead to sales. Monitor performance and consider manual bidding if needed.
    • Bid Limit: Set a competitive bid limit, considering the value of jewelry items and the competition in the market.
    • Budget: Allocate a higher budget during peak shopping days or weeks. Monitor performance and adjust the budget as needed.
  • Ad Assets:
    • Utilize high-quality images showcasing the jewelry.
    • Include location extensions to provide easy access to the physical store.
    • Add links to specific holiday-themed landing pages on the website.
    • Display contact information, encouraging potential customers to inquire.
  • Additional Settings:
    • Schedule: Start the campaign a few weeks before Christmas and end it a few days after to capture early and last-minute shoppers.
    • Ad Scheduling: Increase bids during evenings and weekends when shopping activity is typically higher.
    • Ad Delivery: Opt for the default option initially and adjust based on performance.
    • Advanced Location Options: Use radius targeting around the physical store location to capture local customers.
    • Campaign URL Options: Create custom URLs for tracking campaign performance.

This structure aims to create a comprehensive and targeted Christmas campaign for the jewelry shop, ensuring visibility on relevant networks, devices, and locations during the holiday season. Regular monitoring and adjustments based on campaign performance will be crucial for optimizing results. 

How AI Can Help with Running Ads Optimized for Seasonality

Seasonal campaigns pose a distinct challenge but also offer a great chance for success. As consumer habits and preferences change throughout the year, conventional marketing approaches often find it difficult to keep up. That’s where artificial intelligence (AI) steps in, transforming seasonal marketing strategies and providing unmatched returns on investment.

Unveiling Insights from Data Depths

AI’s ability to analyze vast datasets provides businesses with invaluable insights into seasonal trends, customer behaviors, and effective keywords. This comprehensive data analysis can empower you to gain a deeper understanding of consumer preferences and identify opportunities to tailor your campaigns accordingly.

Predictive Power: Anticipating Seasonal Peaks

Dynamic Ad Creation: Tailored Content for Each Season

Real-Time Optimization: Bidding Strategies that Adapt

Keyword Optimization: Seasonal Variations and Refined Targeting

AI tools analyze keyword performance, identifying seasonal variations and suggesting adjustments to optimize ad relevance and targeting. This ensures that you are targeting the right keywords at the right time, maximizing the effectiveness of your campaigns.

Audience Segmentation: Reaching the Right Audience at the Right Season

Competitor Analysis: Staying Ahead of the Game

AI algorithms continuously monitor competitor activities, providing insights into bidding strategies and helping advertisers stay competitive during high-demand seasons. As a result, you can adapt your marketing strategies faster and gain a competitive edge.

Automated Budget Allocation: Seamless Resource Management

AI-driven systems can automatically allocate budgets based on predicted demand, ensuring that resources are optimized and underutilized or overspending is avoided. This leads to budgets getting allocated effectively across different seasons.

Ad Scheduling: Capturing Peak Engagement

AI optimizes ad scheduling based on historical data, ensuring that ads are displayed at the most impactful times during seasonal peaks. This data-driven approach maximizes the visibility and effectiveness of ad campaigns during periods of high demand.

Continuous Monitoring: Adapting for Dynamic Seasons

AI continuously monitors campaign performance, quickly adapting strategies based on real-time data to maximize ROI throughout changing seasonal dynamics. This enables you to stay ahead of the curve and maximize your return on investment throughout the year.

AI’s incredible capacity to analyze massive amounts of data, anticipate seasonal patterns and optimize advertising campaigns in real time gives advertisers the tools they need to confidently navigate the intricacies of seasonal marketing. 

With AI’s extensive capabilities, you can effortlessly adjust their marketing strategies to meet the ever-evolving demands of each season, guaranteeing that their messages resonate with the appropriate audience at precisely the right moment. Embracing AI can help you unlock the potential of data-driven seasonal marketing, which not only boosts conversions but also propels your brand to unprecedented heights.


Make sure your ads are not only visible but also connect with potential customers by aligning your campaigns with the natural rhythm of consumer behavior. Stay flexible, adjust to evolving trends, and tap into the power of seasonal keywords to maximize the impact of your Google Ads campaigns.

Run Effective Google Ads with AI


how to find google shopping keywords” />

5 Ways on How to Find Google Shopping Keywords

Let’s explore the details of keyword research and optimization that can help boost your Google Shopping campaigns and turn potential customers into actual buyers.

Read blog
what are keyword match types ” />

Understanding Keyword Match Types in 2024

Knowing the ins and outs of keyword match types and how to use them wisely is crucial. Let’s see how they can help you improve your PPC strategies.

Read blog
How to Measure Regular and Shopping Campaigns ROAS” />

A Good ROAS for Google Ads: Measuring Regular and Shopping Campaigns

Within the Google Ads ecosystem, improving ROAS can dramatically boost a brand’s performance. But it’s important to note that it differs significantly when we look at Google Shopping Ads specifically.

Read blog
10 ai market research tools ” />

10 AI Market Research Tools to Try Out

Let’s look at the ten AI market research tools that help companies like yours view their markets, customers, and competitors.

Read blog
AI til digital markedsføring: Den ultimative guide” />

AI til digital markedsføring: Den ultimative guide

Verdenen indenfor ​​digital annoncering og markedsføring gennemgår en revolution, og i spidsen for denne forandring er kunstig intelligens (AI). AI transformerer, hvordan vi målretter mod målgrupper, tilpasser annonce oplevelser og optimerer kampagner for at opnå maksimal effekt. Denne guide vil dykke ned i den spændende verden inden for ​​AI til digital markedsføring og annoncering, og…

Read blog
exclude brand search in pmax ” />

How to Deal with Branded Traffic in Performance Max

With Performance Max (PMax), advertisers can reach audiences across Google’s search, shopping, display, YouTube, Gmail, discover, maps, and more using Google’s automation. This automation leverages machine learning to automatically deliver ads based on your conversion objectives. This means you can potentially reach high-value customers that you might otherwise miss out on with manual targeting. But…

Read blog