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‘Tis the season to optimize search bidding

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Jackie Brown
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Time-of-day bidding enables agile adjustment to holiday season volatility.

Defending an established search market share will get more expensive, but other changes in the market dynamic will even out over the course of the year.

A new entrant in any given segment can dramatically alter the landscape.

Right now is a good time to examine the systems you use to optimize your search bidding, to see whether they are responsive enough to meet your objectives, during the holiday season and beyond.

The tool should enable you to predict the actual value of every click, and to quickly place the right bid to secure that value — not just a daily average bid that will get results at certain intervals during the day, but the optimum bid for every hour of every day.

Florists, for example, depend heavily on demand around Valentine s Day and Mother s Day.

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Jackie Brown
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