Managing search ads online is a tricky business. And when it comes time for the holidays, one that can make or break quarterly earnings for etailers. In the case of greeting card maker Tiny Prints, the company decided to pull back on search ads after Thanskgiving, and lost out on business.
According to The New York Times, after brisk sales on Cyber Monday, the company hoped that customers would keep coming after it pulled back on search ads a bit. But they didn’t:
“We knew we had made a bad decision,” Mr. Han said. Tiny Prints
reversed course, but it took the company, which is privately held, more
than a day to recover — a critical amount of time during the heavy