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 [...]
Related Topics: Channel: SEM | Google: AdWords | Paid Search Column | Search Marketing | Search Marketing: General