Before traffic starts to spike for the holidays, audit your paid search program (Google Adwords, etc.) for bids, new keyword combinations, and ad copy. You may want to create multiple ads for each ad group so you can quickly see which ad performs better. Also, make sure each of your ads click to a relevant page on your site.
For example, if you are bidding on “buy widgets,” make sure your ad headline has “buy widgets” in it and the ad, when clicked, goes directly to a page on your site that sells widgets. The homepage of your site is often not the best destination for a paid search engine ad.
