Overbidding For Top Positions
Bidding for the top position can be difficult during the holiday season. As the competition heats up, and traffic increases, it becomes very easy to overbid on a keyword in order to get that top spot while also neglecting other low cost per click opportunities. Remember to think strategically when budgeting your account. Base budget levels on statistical research and data and get creative with your advertising!

Underestimating Search Volume
Often times companies prepare for the holiday season by creating holiday themed ad-copy, but forget to adjust their budget in preparation for the surge in search volume. Adjust your budget and use this high traffic time to your advantage. Run an A/B test and get results at a much faster rate!