August 01, 2005

Past Performance is No Indicator of Future Performance in Search Engine Marketing.

True, you can gain invaluable and reliable data from past history of your campaigns. Problems begin to occur when something unexpected happens and has a drastic impact on your account.

E-Commerce Times has an article about how searches on the housing bubble have really blown up since the end of May. To companies using keywords targeting similar words or phrases will have seen a huge spike in clicks and thus costs.

Keeping abreast on the marketplace and current events is extremely important to keeping your accounts stable. You can use this external information to stay far from dangerous increases in spend or use it to your advantage with the appropriate strategy.

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