Search traffic, matching algorithms and changing needs of the competition can make the paid search bidding process volatile, especially when you're trying to understand the best keywords to use for
each season. Siddharth Shah suggests building predictive keyword models that estimate revenue and spend patterns. While it's time-consuming and cost-prohibitive to manually sift through historic
keyword data for each season, at least find a semi-automated process to identify the information -- critical to a campaign's success, he writes.
Listing three steps to cover the
basics, Shah says to combine seasonal keywords in campaigns, make sure each reflects the nature of the product, and set up a system to track results.
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