How To Determine Search Campaign Holiday Benchmarks
Benchmarking campaigns can become one of the most important search tasks for marketers during the holidays. Sam Owen takes us through the process to benchmark campaigns to help make accurate financial projections, and judge the effectiveness of the company's paid-search efforts. For those lacking historical data, Owen suggests using Google Trends. He explains how to spot trends and why planning for change is better than trying to cope with it after the fact.