神翻译：未雨绸缪六月准备好圣诞促销计划

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何谓神翻译？相传LOL八连杀之后就能超神Legendary，作为撸友神翻译乃八人看了之后都能被无情断头台Slain掉的同声传译作品。欲与神字幕组比高，请自备血瓶和垃圾袋。德玛西亚！

原文地址：Christmas in July: Considerations for Holiday Planning

The holidays loom for retail marketers, making July the time to start thinking about paid search campaign planning if you want to ensure your efforts are a success. Yes, it might be painful thinking about Black Friday keywords and holiday themed landing pages when the air conditioner is blasting, but it’s important to catch the holiday wave early. Analyzing your holiday-specific keywords is the first step, while understanding what your seasonal curve looks like is equally as important and something that shouldn’t wait until November. Let’s face it, with only 100 days until Halloween and back-to-school coming soon, finding the time to do the necessary analysis will become difficult.

七月飘雪2012年世界末日最后一个圣诞季大促销来了，作为一个苦逼的零售商要准备一根好的黄瓜保证推倒女神们的钱包要准备好一份绝佳的竞价广告系列。绞尽脑汁去去想一个黑色星期五关键字和节假日促销页面。提前准备很重要。分析假日专有关键字是第一步，要提前考虑到季度曲线因素，不能到了12月才来屎急挖厕所。让我们先来面对100天后的万圣节活动，以及即将到来的学生回校潮。

Analyze Your Seasonal Curve

What are the inflection points for your company’s sales cycle and therefore your paid search efforts? By analyzing the trends of your front-end metrics you can determine when upticks occur. This data coupled with your keyword checkup dictates when you should begin keyword testing and making changes. Too many online retailers pick an arbitrary date to begin tweaking how they optimize their keywords. Instead of relying on a hunch or using the same dates you’ve always used, let the data tell you when to get aggressive. By looking at past years’ data, you’ll get a good idea when the holiday wave begins. The idea is to catch that wave early so instead of climbing the cliff you’re gradually evaluating and testing your keywords based on the trend line. By bidding more aggressively earlier, where appropriate, you can find the early bird shoppers and eliminate the need to play catch-up later. Additionally, you leave no (or little) business-goal-acceptable conversions on the table. July and August are good months to do this because putting off the analysis until September may mean missing that early window that could open in in October.

分析你的季节曲线（提前准备，早点动手）

哪些因素营销公司的销售周期和付费搜索效果？blablabla废话一堆，让我们脸探草丛吧。翻看上一年的的数据，当假期高潮来时，你就会灵光一现，思如尿崩。不要在冲击销售额的时候还在那里傻逼一样的测试关键字，看看趋势线吧。早起的鸟儿捉虫多，吃得肥。竞价要有进攻性，坑位要占得多，才能卫冕坑爹之王。同时你要把销售转化表扔在桌子上不要去管。7月8月是很好的月份来分析，等到9月份来了就错过的10月的开窗期。

Keyword Check Up
Additionally, the summer is the perfect time to analyze your holiday-specific keywords (e.g. phrases like Black Friday, free shipping, holiday gifts, etc.) because this when other marketing decisions for the holidays are being made and those decision could impact your keywords. Begin by looking at the previous year’s performance behavior to determine when these phrases start seeing more activity in the form of clicks and conversions. Knowing when activity increases makes it easier to catch shoppers early – again catching the wave first. This allows you to be proactive based on the analysis of each keyword, especially if you’ll be introducing new keywords. Beyond holiday-related terms, use non-holiday terms to determine up and down patters. Using the performance behavior of non-holiday keywords will help you pick the period when to activate the holiday words. Using performance based bidding also helps ensure that once activated, the holiday keywords drive acceptable conversions. Also, make sure to analyze these patterns against external factors that would cause variations, such as economic conditions, competitors’ activities, current events, etc. Assessing your holiday keywords now will help you determine a good starting point for bids well in advance and factor into campaign design and goals.

关键字检查

同时夏天是最好的时间分析你的节假日特殊关键字（举例：短语例如黑色星期五，免运费，节日礼物等等）因为blablabla这些会冲击你的关键字(?)。检查去年表现行为决定开始看更多点击和转化。知道活动增加可以更容易获得客户，要抓住第一波。这可以让你分析关键字，特别是新的关键字。除了节假日相关词，使用非节假日次来决定上下。没营养的话太多了，真后悔选择这一篇来翻译，我真的好无聊啊！！

利用这些来提前知道这些节假日次可以带来可以接受的转化次数。并且要分析经济因素，竞争对手活动，当前事件等等。估计好你的节假日关键字将决定你有一个好的竞价开始。并且影响广告系列设计和目标。

Use the Curve to Achieve Goals Starting Now
Goals are unique to each company’s business and advertising strategy.  The idea behind this aspect of holiday preparation isn’t about setting the goal, but instead about preparing to achieve your goal.  This is especially true if the holiday goal is different than the “normal” operational goal. Holiday planning should be about evaluating individual keyword performance against the holiday goals and then adjust bids accordingly when the season begins. Doing this evaluation will make it clear how you can attain your goals once the holiday curve takes off.

利用曲线达成目标立即开始

Finally, think about the other seasonal peaks (Valentines Day, Mother’s Day, etc.) that might not be as big as Christmas, but warrant careful thought and planning. A good paid search program applies this methodology throughout the entire calendar year. With these steps and considerations you’ll be better prepared for any holiday season.

最后思考其他的季节高峰，情人节母亲节等，虽然不如圣诞节，但是也要认真小心考虑和计划。一份好的付费搜索程序应该贯穿整年。有了这些有备无患，神佛无敌，轻松应对任何节假季。

It’s never too early to start that wish list after all.

开始准备一份愿望清单永不嫌早
Rob Cooley, Ph.D., is chief technology officer for OptiMine Software, the online advertising optimization company. OptiMine develops technology that dramatically improves online advertising performance and helps solve complex pricing problems.

作者是傻逼，就只知道撮客户钱。空话一大堆，小子话术练多了吧？外国佬就是啰嗦。

艾欧尼亚不会灭亡！死亡回放：1、分析分析要趁早，7月8月尽早测试，赶在学生返校潮之前，还有一白天就到万圣节了！2、关键字要准备好，准备多，准备全，测试流量和转化，这样大概高潮来临时有多少流量和转化大概会心中有数。3、圣诞季 返校季9，万圣节10，感恩节11，圣诞节12，2012末日年庆准备好了，闲得蛋疼，如果还有2013，就准备情人节，母亲节吧！Note国外母亲节仅此圣诞节。要把一年的节假日都排期满满当当的才能仁者无敌，遇神杀神，遇佛杀佛。

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