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by Oliver Ewbank on 16th November 2010
Companies running paid search campaigns need to focus on their most productive keywords over the Christmas period.
This is according to Search Engine Land contributor Matt Van Wagner, who told users of pay per click services that now is the time to suspend ad testing, as well as keywords which are not pulling in great amounts of traffic or sales.
"This is not the time of year to experiment with new keyword sets or to keep marginal keywords online. Pause them all now so you can free up more budget … for your best keywords," he advised.
Mr Van Wagner went on to explain online businesses should be expecting higher traffic and conversion rates as Christmas Day approaches, meaning they should adjust their bid calculations accordingly.
Earlier this week, Dominic Monkhouse, UK managing director at Peer 1 Hosting, said commercial websites in Britain should be preparing themselves for a record-breaking day of online sales on Cyber Monday, which falls on December 6th this year.