29 Nov '13, 3pm

Optimizing For Seasonality: 4 Critical Paid Search Strategies via @sengineland

Optimizing For Seasonality: 4 Critical Paid Search Strategies via @sengineland

November and December are the most seasonal months for search marketers. For retailers, this holiday shopping period continues to be the most profitable time of the year. In fact, in 2012, over $42 billion was spent online by consumers in these two months alone, a 14% increase over 2011. For other online advertisers, however, the holiday season represents a significantly quiet period as consumers shift their focus toward retail shopping. Regardless, seasonal shifts in customer behavior throughout the year, such as during the holidays, influence ad performance and result in opportunities for search marketers to maximize conversions and revenue. To successfully account for seasonality and maximize revenue outcomes during critical purchase periods, advertisers must address the following paid search challenges: 1. Shifts In Revenue-Per-Click (RPC) & Conversion Rate Seasonal sh...

Full article: http://searchengineland.com/optimizing-for-seasonality-4-...

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