Summer vacation is winding down and families are getting ready to go back to school as soon as August hits. The upcoming school year means back-to-school sales are right around the corner. For education advertisers and retailers, this is an important period where their audience is looking for educational goods and services. It’s the time when people go back online to shop for new school supplies and textbooks.
When we examined search advertisers around this time last year, we saw clear spikes in the clicks and conversions for search advertisers working in the education vertical. When comparing back-to-school against the summer months, clicks spiked almost 15% during August across search advertisers. Similarly, conversions also jump 10% during this time period.
These signals validate the increased interest that the back-to-school time period incurs in consumers, resulting in more searches and clicks on education-related ads, and conversions for these products during August. Tweaking and adjusting relevant campaigns will be very important this month for education advertisers looking for an opportunity to capture the most attention for their back-to-school sales. Be sure to take advantage of this critical period to optimize your search campaigns!