The holiday season is here and if you’re anything like us your mind is a million miles away as you count down those final days of work.
A lot of businesses also take the opportunity to suspend media and print advertising at this time as well. Because at the end of the day, if you aren’t physically open, who are you selling to?
Many also take this train of thought to their SEO and Google Ads and want to pull the plug for a few weeks.
Let us just say from the outset, this is NOT the right choice if you’re looking to save a bit of money over the holidays.
Why?
Let’s talk about it.
We’ll start with holiday buying habits.
Truth be told the spending habits of consumers over the holiday season has changed drastically in the modern age of internet shopping.
Where traditionally businesses mapped their big selling events to before the start of festive events and shortly after (who doesn’t love a sale right?), this has begun to change over time.
Rather than flocking to the shops before they close up for the year, your average consumer spends a lot more time shopping online.
Even if you aren’t an eCommerce store, the fact remains that this digital shopping trend means buyers are out in droves trawling for products and services throughout the holidays, rather than just at the front and tail end.
Now you’re no doubt starting to see why it’s so valuable to keep your SEO and Google Ads chugging along over the holidays, let’s talk about what happens when you don’t.
Missing out on valuable traffic or sales is one thing, but the potential damage to your bottom-line flows far deeper than that.
Simply put, Google doesn’t like fair-weather businesses, they adopt a strict ‘with us or not’ attitude. That means if you switch off your Google Ads campaign entirely, you risk lowering your ad rank and jeopardising your lead conversions potentially overnight.
Understand that SEO and Google Ads are a long-term commitment. It takes time to build up a successful digital marketing campaign and putting that at risk stands to lose far more than it gains in the short term.
If anything, the holiday season should be a time in which you start thinking about the future of your business, its digital marketing and most importantly its rankings into the next year.
The December silly season becomes January in the blink of an eye, so give yourself a head start now and make this coming year your most successful one yet!
