Search Engine Marketing (SEM)
Internet users generally have two days of uninterrupted web browsing on weekends. With the extra time (Saturdays & Sundays) to search online, weekend web users potentially have higher purchase intents. Naturally since, more time to research, at a leisurely pace, will generally lead to a higher purchase intent. When we analysed year-end “Professional Services” search trends, we discovered that:
1 – Weekend searches are high and consistent!
2 – Weekend searches are significantly higher than weekday searches for some verticals. (Such as Pest Control, Confinement Ladies, Plumbers, etc)
So, the key thing as an advertiser is that you will want to attract New Clients and Retain Existing Clients on Weekends:
We’ll need to utilise the weekend trending to maximise your ROI. Allocate sufficient budget to capture the weekends’ new and existing client traffic surge. Also, keep your campaigns active during weekends to attract new clients.
As you can see from the table below, the searches generally increase towards the end of the week, with the tip usually falling on a Sunday.
So, which are the industries that should capitalise on this weekend trends? Let’s take a look at some verticals below.
1. Keep your campaigns active during the weekends (Saturdays & Sundays), attracting your existing customers and potentially new customers as weekend traffic is strong and consistent as weekday traffic.
2. Do not pause your campaigns on the weekends as searches are high, remember that you are on the CPC (Cost per click) model and thus you only pay for clicks and not whether your ad appears during a search or not. If you are on the CPM (Cost per impression) model then that is a different story altogether.
3. Plan early and allocate enough budget for the search volume surge on Saturday & Sunday, which have the highest searches of the week for some verticals. Quite simply, if you Fail to Plan, you Plan to Fail.
Now, let’s take a closer look at 2 verticals – Pest Control & Plumbing services.
1. Pest Control
Keywords: pest control Singapore, pest controls, bedbugs
Demand for good and affordable pest control solutions is generally high on weekends as users might require immediate solutions after discovering pest problems in their residential households. These are what we generally classify as the “ready buyers” looking for you to help them in their pest control services. If you can help them, they’ll generally go back to you for repeat business and even introduce you to their friends, families and colleagues!
2. Plumbing Services
Keywords: plumbing services in Singapore, Singapore plumbers
Plumbers are in high demand in Singapore during weekends. Users might require a range of solutions from plumbing repairs to fixtures installation and maintenance in residential and commercial water systems.
If you need more advise for your Search campaign, you can call us at 6362 0123 or write in to request for an appointment with our Sales Consultant.