This guide is here to help you learn about the importance of seasonality as well as provide you with tips on how to get more from your Google AdSense account and site during peak seasonal traffic. This guide is filled with easy, actionable insights you can start implementing today.

Here’s a sneak peek of what will be posted over the next couple of weeks to prepare you well for this busy time of the year. Let’s get holiday season ready!

  • Pre-holiday season: How to prepare? 
  • During the holiday season: How to maximize the opportunities 
  • Post holidays: Looking at 2020 

Defining seasonal periods 

What is seasonality?

Any predictable fluctuation or pattern that recurs over a calendar year is defined as seasonality. It can be categorized into 3 types of events and holidays:

  1. Cultural (e.g. Ramadan, Thanksgiving, Christmas) 
  2. Commercial (e.g. Black Friday, Singles’ Day, Mother’s Day)
  3. Ad-hoc events (e.g. Olympics, Elections, TV series) 

By spotting events and holidays impacting your audience, you can identify your seasonality opportunities to increase revenue and attract new users.

What drives seasonality? 

Publisher revenue is driven by two interlinked factors: RPMs and traffic.

Advertisers are willing to pay more for inventory, leading to higher RPMs. Increased traffic leads to more impressions. These two factors drive seasonal spikes and dips in publisher earnings.

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