Dive Summary:

• Jason Tabeling at Search Engine Watch explains what marketers need to watch out for during the 2012 holiday season where PPC strategy and budgets are concerned.
• Planning budgets carefully according to the season's calendar on a day-by-day basis can help to ensure that exposures are syncing up with shoppers plans and needs.
• Mobile plans this year are especially attention-worthy, since last year reportedly saw a 173% increase in mobile shopping on Christmas Day, and basic tips such as having your destination site in good shape are as important as ever.

From the article:

The busy season is fast approaching for those of us in the paid search world. It's the thing we wait all year for: the retail holiday season.

Each year digital – and paid search specifically – has become a more important ingredient to any brand's success. As you plan for this year, here are three tips to get prepared. ...