Google Trends

Google Trends lets you compare the world's interest in topics that matter to you. Advertisers can use Google Trends to gain more insight into user search patterns and then use this information to improve their AdWords campaigns.

For example, U.S. search traffic for travel keywords such as beach vacation and family vacation begins to increase in May, begins to taper off after summer peaks, and shows a sharp increase mid-December. However, ski vacation shows activity from April through July, followed by a steady increase through the end of the year. We've included tips below to help you understand how to apply this information to AdWords.

Prep for seasonality and spikes

If you're a travel advertiser, make sure that you're prepared for potential spikes in traffic with your seasonal campaigns by keeping a close eye on your budget.

Increases in traffic may cause you to use up your daily budget more quickly than usual, and once your budget limit is reached, your ads will stop showing for that day. Keep track of your campaign costs to ensure you're allocating enough budget for your ads to show consistently throughout the day. For maximum ad exposure, use the recommended daily budget on the Edit Campaign Settings page in your account. And when a season is over, consider pausing your campaign.

To learn how to adjust your campaign daily budget, visit the AdWords Help Center.