3 Tips To Fine-Tune Your Paid Search Program For The Holidays

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.

Modified stock image used by permission from Shutterstock

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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About The Author

Benjamin Vigneron

Benjamin Vigneron is a seasoned digital marketing strategist with experience in Europe and the US and was listed as one of the best eCommerce PPC Experts by PPC Hero in September 2014. He currently works as a Senior Business Analyst in the Digital Marketing team at Adobe, where he provides advertisers and account management teams with data-driven and actionable insights on strategies to optimize their search, programmatic, and social initiatives.