Holiday PPC Tips From Back-To-School Season: How BookRenter Faced Down Bigger Competitors & Rising CPCs

As online businesses prepare to ramp up their holiday paid search campaigns, it can be instructive to look at insights from the retail’s second biggest season: back-to-school. For BookRenter.com, an online text book rental company, back-to-school is its holiday season.  Jean-Michel Boujon, BookRenter’s Marketing Director, discussed some of the paid search challenges his company faced this year and how, despite increased competition and soaring CPCs, he says they managed to grow their search traffic faster than the industry.

Source:http://searchengineland.com/5-holiday-ppc-tactics-bookrenter-com-says-you-can-steal-from-back-to-school-season-176469