E-commerce: Four Lessons Learned From Holiday ’06

3. Protect peak season opportunities. Conversion rates on pay-per-click (PPC) keywords usually increase during the peak of the holiday season. Since most retail segments see PPC keyword prices rise as the holidays approach, set bid strategies to take advantage of the increased efficiency relative to seasonally higher pricing for competitive keywords, Oneupweb notes. If you’re still losing money on a particular product’s keyword, consider using that product as a loss leader, gaining profits through add-on sales or cross-selling.