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Seth Norris

Search Engine Marketing Drives Back-To-School Sales

Seth Norris
Search Engine Marketing Drives Back-To-School Sales

Summer may be just around the corner, but class is still in session for marketers.

Just like the kids splashing in pools and running around camp, summer will be over before you know it, and your brand needs to be ready to capitalize on the back-to-school rush. Stay ahead of the curve by creating strategic campaigns that target users with timely and relevant content by understanding search trends.

Study Trends in Search

Timing is everything when it comes to the success of a seasonal campaign. Analyzing consumer search patterns help marketers reach audiences at the right times with content that converts. To start, leverage data from Google Trends around search terms relevant to your campaigns and craft your launch strategy based on customer behavior.

As you can see below, there has been an overall growth in search for users interested in “back-to-school” related content over the last few years. Additionally, the search demand has begun to surge earlier in the year, getting hot around the end of June. This shows that consumers are more likely to begin their search early and your brand must be ready to deliver relevant and engaging content to stay competitive.


By analyzing data for individual campaigns and product offerings, marketers can create a more strategic plan that stretches marketing dollars further.

For instance, over the last few years we see a declining trend in “textbooks” as digital alternatives become more popular. Marketers can leverage this information to target more profitable search terms, shift resources, and adjust campaign strategies.


Prepare you content early and allow three-to-four additional weeks for content to generate traction in search results related to phrases you wish to target. For paid advertisements, have your segmented campaigns ready to scale budgets and testing as demand rises.

Create A+ Landing Pages

Landing pages are essential to converting users with both paid and organic campaigns. A quality landing page simplifies your services to focus on niche content relevant to campaigns and user interests.

  1. Direct paid search traffic to landing pages with strong calls to action and a simplified user experience to drive more sales.
  2. Create unique landing pages for your individual campaigns (backpacks, textbooks, clothes, school supplies, etc.) to monitor which campaign focus drives the most ROI.
  3. Additionally, create multiple versions of your landing pages within each campaign to test different content, imagery, and design elements for increased conversions.
  4. Ensure your landing pages are mobile-friendly, preferably with responsive design, to avoid search penalties and provide consumers with the best user-experience possible on any device.

Track Data And Adjust

Keep close tabs on your analytics to understand trends and audience behavior created by your campaigns. Monitor data early and often to capitalize on the uncovered opportunities and avoid the destructive obstacles that may affect ROI. Keep a close eye on page traffic, impressions, clicks, and cost of conversions to analyze what campaigns and marketing elements drive the most success. By understanding how much it takes do drive a sale, marketers can adjust paid advertising budgets to keep marketing tactics profitable.

Monitor your landing page traffic for successful elements uncovered through A/B testing. Leverage website analytics to see conversions and click-tracking tools like Crazy Egg to construct a visual heat map of where users are most engaged across your pages. Analyze this data to improve the effectiveness of landing pages and create better content that boosts online visibility.


By understanding user trends and behaviors, marketers can construct more effective campaigns that capitalize on the back-to-school rush. Leverage tools and reporting data to paint a vivid picture of your unique audience segments and get your team ready for the summer rush. By creating your campaign strategy today, your brand can position itself as a visible and engaging competitor across all digital channels.

Image credit: Canva & Pixabay

Seth Norris oversees Paid Search, Affiliate Marketing and Product Feeds at ZOG Digital, incorporating the company’s mandate for results into each of the solutions. Seth has over a decade experience in paid advertising and is an expert in Google AdWords, Bing Ads, affiliate marketing and display. He was also one of the key founding members of the iCrossing search marketing team. Seth has worked with many brands including Nike, ESPN, ABC, Verifone, KitchenAid, Sprint, Dale Carnegie and General Motors. His last article for SEMrush was, “Unwrapping The Most From Your Affiliate Marketing This Holiday Season."

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