Traf­fic volatil­ity can make spend pac­ing dur­ing Black Fri­day very chal­leng­ing. Spend too much too soon and you might suf­fer a lower ROI and not have money left for Cyber Mon­day. Spend less and you might be miss­ing out on con­sumer volume.

In my lat­est Search Engine Land col­umn http://​searchengineland​.com/​d​a​t​a​-​s​h​o​w​s​-​r​e​t​a​i​l​e​r​s​-​n​e​e​d​-​t​o​-​p​a​c​e​-​s​p​e​n​d​-​t​o​-​m​a​x​i​m​i​z​e​-​b​l​a​c​k​-​f​r​i​d​a​y​-​p​e​r​f​o​r​m​a​n​c​e​-​9​9​596, I pro­vide some use­ful tips for retail­ers to help plan for this year’s hol­i­day season.

Dr. Sid Shah