There is still some time left to adapt to some of the major upheavals that have rocked the PPC world in the past year or two.
Most online marketers spend the year quietly preparing for this make-or-break time of year, when searches, conversion rates, and sales surge. Some companies (for example, selling expensive equipment or complex enterprise software business to business) actually see leads decline in December. For the rest of you, it's vital to be firing on all cylinders.
The majority of the groundwork for a successful holiday marketing campaign should have been laid months (even years!) ago. But there is still a bit of time left to adapt to some of the major upheavals that have rocked the PPC world in the past year or two.
Far from turning complacent and routine, the paid search world has undergone one of its busiest years ever when it comes to new developments that require shifting strategies and new tactics. Here are three important ones to take action on - yesterday.
That only scratches the surface, of course. We're going to be busy.
Holiday image on home page via Shutterstock.
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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