With Black Friday and Cyber Monday around the corner, it is high time search marketers got their paid search program ready to scale up efficiently. In this column, I’ll outline and dive into three tips you should consider to get the most from the holidays in paid search.
From my experience, most of the success during that time of the year really comes from only three things: building out seasonal campaigns to best leverage incremental search queries; rotating holiday ads closely derived from your champion ads; and using day-parting to massively scale up and down during short time periods.
For more details, check out my full column on Marketing Land.
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