Planning for Holiday 2007: Is Your Search Campaign Ready?

Based on its research, Oneupweb came up with five best practices for paid-search advertising:
1. Be ready by Halloween.
2. Back-to-school triggers testing.
3. Protect peak season opportunities, e.g., develop bid strategies with higher conversion rates in mind (to offset seasonally high keyword prices), and develop inventory strategies.
4. Prolong the season with e-cards.
5. Use milestones to predict peak volumes, e.g., multiply Halloween levels by four or double levels two weeks prior to Thanksgiving to estimate peak volumes .