When it comes to paid search campaigns, being prepared is essential. But it’s also important to understand that paid search is not a “set-it and forget-it” advertising strategy. The majority of companies have an annual cycle that can be considered a “steady’ state of environment. There are busy times, and quiet times, which are perhaps influenced by seasonal changes or major events/holidays such as Christmas, Valentine’s Day, summer, etc. As a marketer, you have plenty of time to plan your paid search campaigns well in advance of those big events, and can use historical data to ensure success.