Now that it is officially Fall and Holiday is fast approaching, it is time to dot every “I” and cross every “t” to make sure paid search campaigns are in top shape.  A surefire way to improve year-over-year paid search results during the critical six-week period from mid-November through December is to index daily bids based on prior year performance.  There are two reasons why indexing can help.

First is that there is always a crush of new entrants trying to win Holiday impression share on key terms.  Continue reading →