Online retailers are advised to prepare PPC campaigns early for Christmas

Online retailers are being advised to prepare their Christmas pay-per-click (PPC) campaigns weeks and months before the actual holiday season.

In an article for Search Engine Land, Matt Lawson said that PPC conversion rates increased in by 25-50% in the build-up for the holidays.

Lawson explained: “Conversion rates will rise going into the holidays and as a result, so will the value that each click is worth to you.”

Lawson advises companies to study the data from December last year and establish a baseline figure for the preceding month.

The statistics will help the companies come up with an effective schedule to boost the bids at peak time, said Lawson.

Source: Search Engine Land