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/data-shows-retailers-need-to-pace-spend-to-maximize-black-friday-performance-99596, I provide some useful tips for retailers to help plan for this year’s holiday season.

Dr. Sid Shah