Seasonality is one of the most important factors that affect PPC conversion rates in online retail. In fact, the impact of seasonal factors alone is often higher than all the other factors I’ve written about thus far combined. ‘Tis the … Continued

The goal of paid search management is to predict the future. To do that, PPC tools need to look at the past. The question is, How far back should they look? Let’s first review what the systems are looking at. … Continued