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In New Year's Wake, Don't Make These Paid Search Mistakes

While the beginning of the year is time for the assessment of last year's campaigns and the germination of new campaign ideas, the Rimm Kaufman search team says that there's still room to make major paid search errors. And mistakes made now can drag down performance for the rest of the year, so George Michie recommends avoiding these traps.

First, make sure you monitor your automated PPC campaign management tools, because December's conversion-heavy traffic will skew results and the program will continue (wrongfully) to spend heavily in January. Next, think about whether you need to scrap all of your holiday terms. If you still have bargains for the post-Christmas shoppers, then by all means keep them up. Michie also says to pay close attention to your branded vs. non-branded keyword analytics, and ensure that you know what terms your affiliates and competitors are bidding on.

Read the whole story at Rimm-Kaufman Blog »

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