‘Six paid search tips for a very merry Christmas’ – ‘Econsultancy’ Blog
Matthew Whitehead says, “Paid search is a key element of marketing campaigns during the festive shopping season.
What should advertisers be focusing on to succeed this year?
Here are six key tips to inform your search advertising campaigns this festive season:
1. Analyse past performance and forecast for the future
Reference historical data when planning your campaigns, but don’t simply replicate the same tactics from the previous year. Where were your peaks in 2013 – and how does the changing calendar impact them?
In 2014, there will only be 26 days between Black Friday and Christmas itself – one more than 2013, but five fewer than in 2012. Make use of forecasting tools to gain insight into future performance and potential returns and adjust your strategy and budgets accordingly”.
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